Polaroid's weird world of colour

J elly director Charlie Toque has collaborated with iconic film and camera company Polaroid to create this quirky, animated campaign for the brand’s new colourful Retinex film. 

Working as the director, designer and animator, Toque crafted a world that brings the Retinex colour theory to life, playfully exploring how our brains and eyes work together to comprehend different hues. 

Through funky character design, a retro voiceover and a wonderfully nostalgic aesthetic, the film pays homage to the psychedelic animation style of the 70s, when Polaroid founder Edwin Land first coined the concept.