In a world dominated by screens and AI Imagery, choosing something physical feels outdated yet seems to be the most memorable.

Photos taken on phones end up buried away in our camera roll and are often easily forgotten. With physical photos, they are tucked away into wallets and glued on pages of junk journals, and as of recently, have been making a comeback. 

Polaroid’s Flip Camera campaign, celebrating analog photography, was a bold statement in a heavily digitalized world. We, as humans, are so used to easily snapping photos through our phones that are constantly resting in our hands. 

Polaroid film photos and photo booth strips are one of the few moments where we can cherish the snapshots of our real life, without the option of editing and deleting. The latest popularity in analog photography has caused crowds of young people lining up for photo booths, and yearning for more forms of physical media.

Analog in a World of Screens

We live in a world where digital screens take over every second of our day, whether that be for school or your job, but something about physical photography almost feels revolutionary despite the many technological advancements made yearly.

The idea of being able to take a photo at any second in your life feels fleeting, yet with how accessible phones are, these snapshots are taken in less than a second and easily buried under other digital content and apps. In contrast to that, a physical image demands more of your attention and takes up space in the real and present world, creating a space of connections and memories.

As digital imagery becomes easily automated and created, especially with the latest inventions of AI-Imagery, consumers are craving more authenticity and something that feels real. Analog photography, such as Polaroid Film, offers something that feels human and real, keeping the moments of our lives unedited and offering a real connection. 

Polaroid’s Campaign Celebrating Analog

Polaroid’s campaign for 2025, “The camera for an analog life” not only launched their newest Flip camera, but was also a bold statement that tackled down on digital overload and celebrated analog photography.

The ads for this campaign included images of Polaroid film along with different lines that promoted the importance of living in the moment, such as “Real stories. Not stories & reels” and “No one on their deathbed ever said: I wish I’d spent more time on my phone.” 

These ads were intentionally placed in high traffic cities and areas like JFK Airport, city centers, and next to Apple & Google stores. These billboards were purposefully placed in these areas to prompt passerbys in pausing and reconsidering their relationship with the digital world, and to think about the importance of living in the present of the physical world.

The emphasis on physical media of shared moments isn’t only limited to Polaroid’s advertising, and it is playing out with the way the younger generation yearns for physical media and how they want to capture their memories in real time.

Photo Booths are Back!

In major cities, like New York City, photo booths have re-emerged, becoming a sought-after experience with some even traveling all the way to New York specifically for this experience.

Photo Booth spots such as the Old Friends booth in NYC draw long crowds of young people everyday, who are eager to hop into a tiny booth and create lasting memories with their friends through old fashioned photo booth strip photos.

The Old Friends booth that was brought to NYC in 2024 by Zoë Lazerson and Brandon Minton has not seen a slow day since they opened, with crowds of people hoping to experience a slice of analog photography. Unlike digital photos, these images are physical and imperfect, and valuable in terms of memories and living in the real world.

A large group of the crowds who flock to Old Friends and similar photo booths are those who seek out other forms of physical media like Vinyl, Film Photography, Polaroid Film, all of which force them to slow down and be present.

The extreme popularity of these booths suggest that consumers aren’t just interested in documenting their moments, but are also seeking real experiences that feel personal and form a connection amongst each other.

Photo Booth Culture and Consumer Desire

The global photo booth industry is expected to grow up to $730.6 Million in 2026, an 11.6% increase from 2020. The popularity and resurgence of photo booths point to a deeper shift in what consumers desire and value from their visual experiences.

People are embracing moments that feel spontaneous and imperfect. With the latest technological advancements in AI and photo editing, there has been less of a space for people to capture moments of real life and stay present. Photo Booths are a space for people to connect while also capturing single snapshots of imperfection and something real.

For brands, this behavior signals a growing desire in consumers for authenticity and connection. These same values of empathy and connection are central and present in Polaroid’s campaign.

What Polaroid Signals for Brands

The resurgence of photo booths and the latest appeal in analog photography reveals a shift in what consumers think regarding the visuals of media.

Polaroid’s campaign was effective, not because it was something new, but because it strategically positioned polaroid film as a response to a hyper-digital world, and because it aligns with consumers' desire for more physical experiences.

The concept of placing their messaging throughout high tech spaces and environments that are filled with digital screens reinforced their message and was a reach to the crowd that yearns for more real and physical memories, and a better way of living.

For marketers and brands, Polaroid’s campaign is a reminder that culture awareness is highly important and understanding what consumers desire, and not just simply working with the latest forms of technology.

In the endless age of content and rapid technology advancements, a printed photo feels like a pause in a busy world.

The resurgence of photo booths, the relevance of polaroid film, and the significance of Polaroid’s analog forward campaign all point to a shift in consumers behavior, a desire for something human, and to slow down in life and create meaningful memories off screen.

The resurgence of analog photography suggests that while everyday and every year technology keeps moving, the desire for human connection and moments will only get stronger.

A Call to Slow Down: Where Brands Go From Here

The shift in consumers’ behavior is a great opportunity for brands and marketers to rethink how experiences or campaigns are designed and communicated. Incorporating more physical experiences like immersive installations, printed media, etc. allows consumers to connect with brands in a way that feels memorable and creates a lasting impression. 

🪽 Written by Jessica Tran