Polaroid Originals: the revival of the classic instant camera

Impossible Project, the company that revived production of Polaroid film in 2008, is today rebranding as Polaroid Originals, and launching a new analogue instant camera, the Polaroid OneStep 2. We talk to creative director Danny Pemberton about returning to the name and how he turned to the classic Polaroid archive to created the identity for the new brand.

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