So there was a big announcement last week as Polaroid Originals debuted with new cameras and new films… Let’s talk about it!

Have you heard? Polaroid is back! They made the announcement last week with Polaroid Originals as a new brand from Polaroid specifically dedicated to analog instant photography in the original, iconic format we all know and love.

Stating on their website that; “Launching on September 13th, 2017, the 80th anniversary of the founding of Polaroid, Polaroid Originals makes instant film for Polaroid cameras, and refurbishes vintage cameras so they’re good as new. And now, we’ve created the OneStep 2 – a new, analog instant camera that invites everyone to take part in the next era of analog instant photography. Through Polaroid Originals, the brand that captured millions of moments is back with its iconic white frame. Because decades on, there’s still nothing like a Polaroid Original.” [Polaroid Originals]

Now we all know the Impossible Project took this on a few years back, what happens with that? Well, on the Polaroid Originals website the CEO writes; “This announcement today wouldn’t be complete without acknowledging the project that made it possible. When The Impossible Project was founded in 2008, it had a simple mission – to bring Polaroid instant photography back. In the 9 years that have passed since then, a group of incredibly passionate people committed themselves to keeping a factory running, reinventing instant film and carrying the torch for instant photography. Today, we can proudly declare that mission accomplished.” [An Open Letter from Our CEO]

So how does all of this work? What film will they include and are we talking any new cameras? Indeed we are! In this quick video, we join Matt Day as he shares what this all means and more. If you’d like to read the full statement from their CEO you can find that here and check out the Polaroid Originals website while you’re at it.

If you’d like to see more from Matt, he has a fantastic collection of videos on YouTube. A great source of information if you are interested in film photography, although Matt does use digital as well. You can also stay in touch with Matt via his Instagram page, Twitter account or on Google+.

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