POLAROID ORIGINALS
IMPOSSIBLE PROJECT WANTED TO CREATE A NEW BRAND PROPOSITION,
BUILT ON THE HERITAGE OF POLAROIDS SUCCESS.
In 2008, Polaroid announced the closure of its global factories, signaling the end of instant photography. Believing in the power of analog, IMPOSSIBLE stepped in at the eleventh hour to save the last remaining factory and keep the movement alive.
A decade later, they are the only people in the world who make Instant Film for the original Polaroid camera, and in 2017 as Brand & Marketing Director I devised the plan to launch the first new original format Polaroid camera in almost 20 years.
Working with a small in-house Design & Comms team, and an international network of PR agencies, I managed the day to day marketing operations of the 15 Million PA company, including direct sales online.
In parallel, I created the brand strategy for the new Polaroid Originals brand, oversaw the design of a new brand identity. Built the global launch and marketing plan, and put together a program of collaborations and special editions.
Deliverables:
Brand Strategy & Identity
Global Marketing plan
Communications plan
Creative Direction
Content strategy