MANILA, Philippines - Instant photography — and instant photos — are back! Thanks to Polaroid, photos that magically develop in an instant are back… this time through even more advanced hardware and software that allow photo development anytime, anywhere. The latest cameras from Polaroid were unveiled to the public last August 18 at the SM Mega Mall Events Center in an event entitled, “Which Polaroid Generation Are You?” Hosting the media and public launch was bubbly Tessa Prieto Valdez who came as pop sensation Lady Gaga — Polaroid’s current creative director.
The event featured two setups to demonstrate the dramatic evolution of Polaroid. The first is a display of vintage Polaroid cameras such as the iconic Polaroid 95A, which was released in 1948; the Swinger and the Polaroid Big Shot, which was said to be Andy Warhol’s favorite camera.
The second setup presented Polaroid’s 2010 lineup of sleek digital cameras. The Polaroid Pogo Two became the focus of instant attention because of the model’s state-of-art built-in printer. Its creative capabilities were demonstrated through a photo exhibit by the design team of Everywhere We Shoot and six young photographers — Jake Versoza, MM Yu, Charles Buenconsejo, An & En Estrada of Your Evil Twin, Revo Naval, and the Mango Red Team of Ryan and Randall Dagooc.
The Polaroid Pogo Two brings instant photography and developing into the digital age with cutting-edge technology. It takes five MP images and prints it on demand using Polaroid ZINK photo paper.
Yusuke Kojima, executive director of Summit Global Japan, the makers of Polaroid, talked about Polaroid’s continuing technological advancement and Lady Gaga’s participation in Polaroid’s product development. The pop icon is reportedly bent on showcasing the brand’s latest innovations to audiences worldwide. Also seen during the event were TV host Daphne Oseña Paez, blogger and columnist Cecile Van Straten, and fashion designer Mich Dulce. Providing stylized renditions of Lady Gaga songs were “Acoustic Siren” Sabrina and her band.