Polaroid partners with Ridley Scott Creative Group for Forever Now campaign

Directed by RSA Films’ John Filipe, the campaign asks what it takes to capture this moment, drawing a parallel between human chemistry and the Polaroid film chemistry that occurs after each shot—and the magic that happens at the intersection of art and science. 

“Shooting on a polaroid camera in the digital era is pure poetry: The process creates a connection between the shooter and the subject. We wanted the campaign to draw a parallel between this human connection and the Polaroid camera chemistry. The resulting films dramatise the simple act of taking a picture, celebrating the subtlety that occurs in capturing a moment: it becomes meaningful, and the Polaroid picture becomes an emotional artifact.” John Filipe, Director, RSA Films.

“As the world continues to change around us, we’re still drawn to the experiences that make us human. It’s in our DNA. The extremely complex chemistry in our factories all leads to the simplicity of a photo magically developing in the palm of our hands. Celebrating these two worlds of real and human chemistry is what we sought out to do with this film, and we love the result. RSA were a pleasure to work with - we aligned on the shared mission early on and worked towards the goal of telling this story” Oskar Smolokowski, CEO of Polaroid.