Film innovator Polaroid is preparing to celebrate the launch of its second generation Now and Now+ instant cameras this summer. To commemorate the occasion, Polaroid has tapped 15 emerging and established photographers to take their gadgets for a spin.
The creatives come from all walks of life, joining hands from across the globe to showcase their limitless creativity. Polaroid captures their daily routines across its “Real Life” campaign, allowing a glimpse into what makes living unique for everyone.
The photographers were spread across four categories, seeing Ry Shorosky capture enchanting American landscapes, Rayan Nohra deliver detailed Parisian narratives, and Olof Grind explore raw emotion through nature in “Real life is color you can’t control.”
The second group entitled its practice “Real Life is having to wait,” previewing how Andre D. Wagner dissects the racial divide in Brooklyn, New York. Italy’s Francesco Sambati established an investigative approach to daily themes, while Thalía Gochez drew inspiration from her immigrant upbringing in California.
Finally, “Real Life is making the most of those dots and marks” and “Real Life is beautifully imperfect” continued to examine the best things in life. Here, Texan artist Edie Sunday inspected various forms of reality alongside Emin Özmen, who gave insight into Turkey’s political disruption.
Take a look at all images taken for Polaroid’s “Real Life” campaign in the gallery above.
Elsewhere, take an exclusive look at the Helmut Lang archive that was almost lost in a fire.
