Impossible launches instant camera

Last year we developed the organising idea ‘Never Stop Making’ for Impossible, producers of instant film cameras. True to that mantra, Impossible are now launching the I-1: the first analogue instant camera for 20 years.

The camera launches with events across the world including London and New York, featuring photos by the likes of Jack White and Anthony Vaccarello. Photos taken to creative briefs written by 101. It’s all part of a global collaboration we conceived called ‘Project 8.’

The project is a celebration of the unique nature of analogue photography, and aims to connect creative people across the world.

When a new I-1 camera is used for the first time, a ‘creative brief’ pops out. The user is invited to take part in the project by taking a photograph that fits the brief and sending it to Impossible. Everyone who participates will then receive a Project 8 photo in return. So you could find yourself holding Jack White’s portrait of Mick Jagger, or an equally precious photograph from a stranger on the other side of the world.

Our briefs ranged from ‘A Beautiful Thing I Saw Today’ through to ‘Scare yourself’ and ‘Make a Stranger Laugh’. They were given to inspiring creative figures such as Oliver Blohm, Ellen von Unwerth, Joey L and Emily Soto as well as White and Vaccarello, all of whom created images for the launch events. And those very same creative briefs are the ones given to users who buy the I-1 and take part in Project 8.

The I-1 is available to buy on Impossible’s site, and also in selected stockists all over the world. In London that includes Selfridges, Paul Smith and The Conran Shop.