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The Polaroid


The aim of this campaigne is to encourage and bring back polaroid photography.Polaroids capture exactly what is in front of you without editing or making the image look superficial. They capture and recreate the reality that lays before you, retaining the essence of the moment.

Nan Goldin

Nan Goldin is an American photographer who takes photographs, of herself, her lovers and her friends, capturing spontaneous shots with social portraiture.She is known for her work, which usually features LGBT-related themes, images or public figures.

“I want to show exactly what my world looks like, without glamorization, without glorification. This is not a bleak world but one in which there is an awareness of pain, a quality of introspection.”


Why, You ask? Well, We live in a world where social media is the most viral medium of communication and expression. Smart phones are taking away the wonders of photography. One click and you can take hundred pictures of the same object. We never go back and scroll through the shots, let alone print them out.

Each Polaroid picture is unique and there are a limited number of shots, which makes you stop and think more deeply before taking the shot. It’s what makes it so special, you think about quality over quantity. Capturing the right moment, watching the magic develop in the palm of your hand and reliving the moment all over again is all part of the experience.

You bump into a Polaroid picture in your daily life, in your bag, desk, fridge; these photos live in the real world.