Warm hues, a saturated palette and intimate moments: For 73 years, Polaroid has helped people engrave snippets of their lives into instant film, though it wasn’t until the 1960s that the now-storied brand got its rainbow logo. Now, it’s looking to bring back the Technicolor aesthetic and spirit of the ’60s and ’70s in a collaboration with clothing brand Lacoste.
A fresh marketing campaign and capsule collection that hit stores in mid-March are anchored by a stop-motion video that elicits the feel of instant film squares, stirring energy and optimism in viewers following more than a year of life under the pandemic. The rich colors of the legacy camera brand’s logo are embedded throughout the 48-second clip that features dancers in colorful Lacoste garments, who appear as if in perpetual movement chopping from one frame to the next.
