Capturing memories. Not pictures.

With smartphones, it’s never been easier to take thousands of photos to get the perfect picture, which is why consumers find that Instax is expensive and risky because the photos can get ruined.

Instax wants to show people that you’re capturing memories, not just pictures. Even if you can barely see a thing, the tangible image still sparks the memories and feelings as if it just happened. Instax encourages people to love the authentic imperfections because of this.

Brief by Suri Jeyakumar and I

My Role: Art Direction + Copywriting