Class:

Multimedia Platform Branding  winter 2017

Concept: 

As pioneers of instant photography, Polaroid has been innovating for 75 years by bringing the essence of their old technologies into new ways to fulfill the needs of their younger consumers while still engaging their older ones. The brand ideal is to juxtapose nostalgia and tradition with modernity and innovation and apply this concept to every element of their brand identity. After researching about the current consumers of Polaroid, we came across the data that confirms that although the type of consumer varies depending on the product, about 60% of it consumers are female. That is why we created a short story of a group of female friends in their 20's traveling through paris while immortalizing their experience by using the Polaroid Snap, a compact camera that prints your photographs while saving them digitally. It feels pretty analog when used because it does not have a screen but it allows you to personalize the photograph, making this camera the perfect mix between classic and modern. The graphic look as well as the opposing textures are meant to emphasize once again the connection between old and new. The face-less characters are meant to allow the viewer to imagine themselves as participants. The color pallet is what the brand identifies as "Artsy-Chick" or "Retro", and was taken from the squares of the logotype in order to add cohesiveness.

CREDITS: Concept Development | Design Scenes 3,4 & Logo reveal | Animation Scenes 3,4 & Logo reveal | sound edition : Camila Gómez Concept Development | Design Scenes 1,2 & 5 | Animation Scenes 1,2 & 5: Laura Ramirez 

music: Pay Day by  Jason Farnham