Earlier this year, Polaroid shook things up with some fresh branding and a return to form—and today, they’re our Brand of the Day for their collaboration with Ridley Scott Creative Group.

Polaroid’s campaign “Forever Now” begins with a couple in quarantine, and quickly delves into the inner workings of an instant photograph, “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.”

Check out the spot, directed by John Filipe of RSA Films Amsterdam, below.

As Polaroid writes, “Now more than ever it is easy to get lost in a world of digital distractions. The essence of Polaroid is an appreciation for what we have here and now.”

Production Credits:Client: PolaroidCEO: Oskar SmolokowskiGlobal Creative Director: Ignasi TudelaChief Design Officer: Ignacio GermadeGlobal Brand Director: Ozlem BirkalanCopywriters: Kirsty Bennet, Sean VijPhotographers: Harriet Browse, Jessica LopezLogo Animation Design: WoodworkSr. Creative Producer: Sonja PrinsTitle Campaign: Forever Now

Concept: Ridley Scott Creative Group, EuropeManaging Director: Ross PlummerCreative Director: John FilipeCopywriter: Thomas WaltonExecutive Producer: Pavel Ananich

Film Production: RSA Films AmsterdamExecutive Producer: Pavel AnanichProducer: Yvonne KnookDirector: John FilipeDP: Maxime DesmetArthur Couvat

Offline: Splash StudiosEditor: Rigel Kilston

Animation & VFX: Smoke & Mirrors / Ridley Scott Creative Group

Post Production: Smoke & MirrorsGlobal Creative Director: Kenn MacRaeProducer: Lonneke Bertens / Phil Delaney

Flame Artist: James MortnerVFX Supervision: Kristaan CainCG Look Development: Dimitar KralevGrading: Mark Horrobin, Remi Lindenhovius

Music Company: Ben Lukas Boysen, Erased Tapes MusicTrack: ChemistryComposer/Sound Designer Ben Lukas BoysenMusic Producer: Julie BlakeVoice Over: Stephen Herchen, Polaroid Chief Technology AdvisorCast Lead: Lauren Visser, Arthur Couvat

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