Polaroid, international leader in optics and polarized lens technology, celebrates 80 years. The brand was founded in 1937, and this year marks an important date that the brand wants to celebrate with a number of unique activities.
First of all Polaroid came out with a short film The Fish Bowl inspired by Edwin Herbert Land’s story, the man who revolutionized the way of seeing the world, inventing the polarized lenses. You can find it here: The FISH BOWL- A Polaroid Movie.
Next, the brand came out with SIDE STORIES, 5 videos, 5 incredible storyes interpreted by 5 artists from music, fashion, street art, skateboarding and dancing that are present themselves and and tell us by revealing their vision of a better world : unique and contemporary talents that have run and, thanks to Polaroid Eyewear, realized their dream and can thus represent the “Edwin Land” of our days through their art.
In each of the Side Stories, the concept of Instant Experience returns: the transformation, the moment in which we improve the perception of what we see, thanks to Polaroid, we can give the best, and express ourselves freely, seizing every opportunity as it happened to Land 80 years ago, and see clearly the chance to seize, the beauty, truth, and love that surrounds us.
Check them them below!
DANCE
Puff The Houseman and Gabby David – Be Free, Let Loose
PUFF THE HOUSEMAN got his start in his bedroom before launching his career on Instagram, where he found an army of regular followers. Today his videos are among the mostwatched, reflecting his unconditional love for music and dance.
GABBY DAVID is a professional dancer who was affected by CRPS (complex regional pain syndrome) and who founded an online store called Feeling of Divinity to collect funds and raise awareness about the syndrome and to be able to pursue her passion for dance.
This story gave rise to a talented yet unexpected duo: a graceful shuffle dancer and a funny nerd, coming together as a couple in which two opposites create magic doing what they love: dancing!
FASHION
ELLIOTT SAILORS : is an American model, posing for Terry Richardson and Peter Beard, as well as being the face of 150 years of Bacardi, for the anniversary campaign by Ellen Von Unwerth. From 2012 with a radical choice she began her career as a model for the menswear sector. By interpreting both the female role and the male role, in this Elliott video embodies a very important statement by Polaroid: the fundamental conviction of equality and beauty.
SKATE
SKATE KITCHEN SKATERS : un gruppo newyorkese divenuto un vero e proprio fenomeno, adorato e seguito anche da personaggi del calibro di Pharrell Williams.
SKY AND OCEAN BROWN: Sky è diventata – a 8 anni – la più giovane ragazza a gareggiare nelle competition di skateboard PRO per adulti di VANS.
La skate story gioca sulla collaborazione e l’unione di due generazioni di donne skater che si trovano reciprocamente a ridefinire le proprie aspettative, oltre a rappresentare la celebrazione di come due generazioni possano influenzarsi e incoraggiarsi a vicenda, non solo nello skating, ma anche nell’espressione più intima di sé, con un forte impatto emotivo.
ART
FELIPE PANTONE: is an Argentinian-Spanish artist who began writing graffiti at the age of 12. He earned his fine art degree in Valencia, Spain, where his studio is currently based. Pantone travels the world constantly in the name of his art, and his work has been shown across Europe, America, Australia and Asia. The last story in the series focuses on experimentation with light and colour. The eye of the observer will delve into Pantone’s creative mind, capturing the thrilling relationship between artist and art, while emphasising the true experimentation which arises from his work.
MUSIC
LION BABE is an electro soul duo from New York, made up of singer Jillian Hervey andproducer Lucas Goodman aka Astro Raw. The duo released their critically acclaimed debut album, Begin, in 2016 off the heels of career-defining singles “Treat Me Like Fire” and “Jump Hi” ft. Childish Gambino. LION BABE are currently working on their sophomore studio effort, which includes the new track “Hit The Ceiling” featured in the Side Stories campaign. Their music video represents the importance of seeing the world with your mind open to positivity, as opposed to all the negativity which surrounds us today.
For more info visit: thefishbowl.polaroideyewear.com
In the gallery below, find a series of Polaroid models, which have been featured in shorts.
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