The Story behind the Polaroid I-2 Instant Camera

From Tokyo to Taipei, London to Amsterdam, the Polaroid I-2 camera is finally here. Our first camera with built-in manual controls and sharpest-ever lens - it’s our love-letter to instant photography.
Watch this video to learn more about the vision behind the Polaroid I-2, the people involved in creating it and how it came together over the course of 4 years.
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00:19 The Polaroid I-2 Instant Camera
00:57 The Lens - The development of the lens in Tokyo, Japan
02:41 The Manufacture - Step inside our lens manufacture in Taipei, Taiwan
03:55 The Viewfinder - What makes a good viewfinder
04:31 The Camera Design - Insights from our London design team
05:45 Prototype and Testing - The team effort behind the Polaroid I-2
07:06 The Camera Breakdown - What the Polaroid I-2 can do
08:44 A message from our CEO, Oskar Smolokowski
Learn more: i2-camera.polaroid.com

[@howdy_im_hal]

You guys get a lot of unecessary hate, from seemingly every corner of social media. Just though you ought to know how grateful a lot of us truly are, and thanks for keeping the medium alive and well.

[@JuliaBeyer]

Thank you for pointing that out, I definitely feel the same!

[@Sabundy]

I think they get it because of doing things that frustrate their fans. Not increasing the number of photos in a pack. Focusing on speakers.....which no one asked for etc.,.....THIS is what Polaroid fans want. A high end instant camera. This is Polaroid doing what Polaroid should be known for.

[@dragonforces]

@@Sabundy "this" Polaroid has absolutely and unfortunately nothing to do with the company of ages past. The current Polaroid is just a hobby and toy of a wealthy man's spoiled son (Smolo) who has no idea about would be beneficial for this company.

[@BenAnkobiah]

Bro its £700. what do you meannnnnnnn? hahahah

[@howdy_im_hal]

@@BenAnkobiah Whelp, given the fact that this new iteration of Polaroid doesn't benefit from ANY of the same economy of scale that the original company did, I'd say it's priced pretty well. From the images I've seen so far out of it, the I-2 really gives the older SX70 family of cameras a run for their money. Not to mention the wealth of features you get right out of the box. Keep in mind, this wasn't meant to be a camera for the every day shooter; it's for the enthusiast. Also keep in mind the original price of the SX70 (and original cost of the film) at over $1,000 dollars (and upwards of $40 for a pack of film). $600 for a camera with a better lens and infinitely more features? Hell yes, sounds pretty good to me.

[@russellmann8297]

I have been with Polaroid since the very beginning and own two SX 70’s that still work along with a collection of other Polaroid cameras. I have boxes and box’s of old Polaroid pictures starting when my wife and I were dating and the first Polaroid came out until now. I have many of my children and grandchildren. All our family outing and reunions growing up. I got my oldest granddaughter hooked on Polaroid and now she is a Polaroid photographer. I can’t wait to get my new I-2 . I am 67 years old and Polaroid has been with me from it’s beginning. Keep the legacy going.

[@somephotovideos]

I just don't understand why other companies (especially camera companies) aren't making videos like this. This was so well made and, in my opinion, immediately puts Polaroid on the same level as a company like Apple. I went from not really being all that interested in owning a Polaroid camera before I watched this ... to trying to figure out how I can finagle some things financially to drop $600 on this beautiful product. Congrats! And thank you for making a BEAUTIFUL video to teach us about the passion, innovation and determination behind the creation of this camera.

[@Murdog36]

Because they don’t need to. This is a sham, so over priced for ‘sometimes good’ photos. F8, oooh the bokeh! Gonna cost about €2 a photo. That’s why they need the marketing

[@Murdog36]

Don’t get me wrong, I loved Polaroid when it was somewhat affordable.

[@somephotovideos]

@@Murdog36 There are plenty of options in the Polaroid lineup currently and in the past that are perfectly affordable. They’re introducing a new product meant for loyal Polaroid fans who want to spend some extra money on an all-new camera that gives them even more tools to take instant photos. It’s not a sham. It’s good business. They need to have a premium camera in their lineup. Even if it’s not a good fit for people who only care about a product’s price.

[@quen8171]

All other companies have tons of cameras they put out, they’d need a lot of videos. Polaroid only has four cameras they currently manufacture. Like you said I’m getting Apple vibes, even the website for this camera looks like Apple’s site.

[@somephotovideos]

@@quen8171 Agreed. I'm sure they have a few brands whose aesthetic and core values provide them with a north start as this young CEO looks to build Polaroid into a top-tier brand that delights its customers and provides serious value (even if some products are pricey compared to the products from their past).

[@toothyweasel2705]

“The one and only analog photo, a photo that exists only once” I never really thought about it that way, but it really does make a simple Polaroid no matter the subject kind of special.

[@BlazingBlade]

They let bro cook and the Polaroid Team delivered

[@zimbabwe0]

The moment I put my eyes to the i-2 viewfinder, I was in love. You guys accomplished what you set out to do. Thank you Polaroid team!

[@bryanchin856]

I am actually a big fan of Olympus OMD, and was very sad to see the company shut down. But i am glad to see some of that talent and experience going into something new and antique at the same time.

[@danielcalvocamacho4538]

I just have two months since I started shooting with Polaroid Cameras, and now this new camera comes out! This is an amazing step towards the consolidation of Polaroid. Simply love the fact I can have full control of the camera, so moving from DSLRs to i-2 will be a journey that I think I will enjoy.

[@RogerHyam]

First new camera I've felt excited about for years!

[@richardjames1946]

It's like the SX70 and the Spectra were mixed together... With newer components. Can't wait to shoot one and see what develops!

[@Edvanfleury]

Have you seen any one that reviewed this camera that didn't have any overexposing issues? So far all the reviews had terrible overexposed photos.

[@quen8171]

In an instant has some good photos but that channel mainly deals with instant film photography. Videos I’ve seen with this camera we’re taking photos in horrible conditions for a Polaroid. You can look at their channels and see that they deal with digital or other types of film cameras. Polaroid is different and needs to be dealt with differently.

[@kevinscotton]

I’m so excited to get my hands on this camera!! I have really high hopes for it, and am crossing my fingers that it becomes the instant camera I go back to over and over again 🤓 I’m super interested to see how this camera handles long exposure night photography, including the auto focusing at night.

[@areallyrealisticguyd4333]

this is an amazing camera but could we get an update on the progress of the new chemistry? you guys haven't made an update on it in about 9 months

[@dragonforces]

They advertise their sub-par, flawed chemistry as a feature… "why be perfect, if you can be imperfect". It will most likely stay like this

[@Adrian-wd4rn]

Its not an amazing camera....There is NO WAY to replace the battery...Once the battery dies, you have to buy a new camera. LOL.

[@vekofoto]

Do you provide repair and battery replacement services for this camera?

[@kf2572]

Good question! I doubt you will get a response from Polaroid. I thought the same thing. Look at all the old working Polaroid cameras out there right now. Will these be working 10, 15 and 20 years from now? I highly doubt it! The batteries will be long dead with no way to replace them!

[@vtxpony]

I got my start in photography as a teen back in the late 60's with a Polaroid 210, which I still have! I've been shooting digital for years, but now want to rediscover the fun I had with Polaroid. The I-2 is about to join my collection. Congrats on making this great camera.

[@calahad]

I'm happy to see this, honestly. And would love to see further progress in this new kind of camera.

[@polamation]

Thank you Oskar for your commitment to our passion. Naming nod to impossible is awesome.

[@jasontamer]

I've been waiting for something like this and thank you!

[@Christian_from_Copenhagen]

Congratulations on the new camera, but without improvement of the film quality and performance, this is a classic case of "cart before the horse". I want to use Polaroid again, but with double the price of Instax Square and poor reliability, it's just not a viable option for me ✌

[@TheArtOfB]

So stoked on this! Looking forward to getting my hands in one.

[@geneyoon6128]

Polaroid: I am a huge lifelong fan, but the one thing that would help convert me from occasional enthusiast to everyday user is a return to 10 prints per film pack. 8 is just not enough. I hate that the counter on my SLR680 is always wrong, and it unfailingly reminds me just how expensive and extravagant this hobby is. An additional 2 exposures would have a big psychological impact that would persuade me to take my Polaroid out far more often than I currently do. It’s not logical per se, but it represents a tipping point in my mind.

[@oopsigotdead]

I’m definitely getting this when I’m able to, can’t wait. Love my old sun 660 af but this will finally push me to I-type.

[@germansaez]

Thanks for keeping Polaroid alive!

[@mooriannkeo7900]

So excited for this guys, pushing this medium means a lot for the community🖤 Time start saving💰💳

[@2imagery915]

You guys knocked it out out of the park with this camera - BRAVO!!!😎

[@richardjames1946]

I fell in love with the SX 70 ... been a fan since 1992. I have three of them. And the mandalorian I type. Love them. And the original one step.

[@user-yj7jw7pt8h]

Excellent shape. Splendid optical mechanism. And various shooting functions. This is a "Crystal" of the will of developers. Great! I want to go out with this camera.

[@jungletrooper9252]

Seems to be a masterpiece and I love to see the progress from Polaroid! Though I would love more to see a new SLR with maybe some folding portability. Now that I would spend some big bucks on!

[@LaneMaine]

Congratulations. The team has done an amazing job. I'm looking forward re-experiencing the fun I had using my Minolta Instant Pro. Thank you.

[@go70North]

A Polaroid with manual capture control is a (my) dream becoming true. I shoot a lot in difficult and challenging lighting conditions and always wanted to use a Polaroid. But that was only possible with suitable film backs on e.g., medium format film cameras. So, I am looking forward to try it one day.

[@ElmoUnk1953]

I have very fond memories of my Polaroid camera when I was a teenager. I may have to invest in one again.

[@user-pg9cu7hu9p]

かっこいいー！楽しみ💕

[@sometimesdreaming]

absolutely amazing!

[@marcuslieberman3577]

I appreciate all the work your team put in this camera!! I (still) have my Spectra. Love instant photographs. Old School. Maybe because of video of the photos, it doesn't look sharp(?) I'm guessing that it looks better in person(?) I thought the Spectra film had great color. I'll have to take a look at the I-2 it looks great!

[@makasii]

thank you for making photography exciting again :.)

[@ht8764]

Awesome, I see a modern classic. Really looking forward to having mine for years to come. Brings back all the old memories associated with Polaroids and film. Thanks for sharing the story🤓

[@refard5]

Thank you for taking big steps in making Polaroid products, it really does look like a great piece of kit. I've been shooting polaroid for 3 years now and this is exactly what I and most people wanted. I'll be saving up for this one. My biggest fear with the plastic lens is scratching, does the lens come with a cap to protect it? Either way I have solutions for that at my tips (filters or 3d printer)

[@alanstoss]

It has a standard 49mm filter thread so you can also just put a UV filter to protect

[@dragonforces]

It comes with a lens cap in the box

[@UIMGodzilla]

So hyped for this camera! Got to start saving I guess!

[@quen8171]

I work in a thrift shop and found a Sun 660 and a One Step 2. I got them $10 a piece plus an employee discount🤙 Praying someone donates this!😅

[@edwardferry8247]

Just purchased one.🙌❤

[@StormKingPNW]

Beautiful camera, great work. I didn't know I was camera shopping until I came across this video 😂

[@nordmende73]

Great video. I am fond of my Instax Wide 300 with all of it's quircks, but I won't be able to resist buying this exciting new Polaroid camera. .

[@Rixynator]

this is amazing and beautiful. I will get some someday

[@TheMarvelousM]

It helps to know Polaroid has come Back. It may not be treated like a giant nowadays, but these guys are making High End Photography.

[@musics4me]

I'm more an Impossible i-Type camera fan, with the viewfinder in the middle. But will definitely try this regardless ❤

[@forgottenamericana]

Excited about this camera. Just wish it was below the $500 mark though.

[@Kurt69xD]

Yess!

[@CristianGeelen]

Can't wait to use he camera in my art.

[@reynardnehemia]

❤❤❤

[@rancosteel]

I do wish it had that SX-70 film ejection sound thought. It sounded so cool. Watch the film Memento where the main character is constantly shooting Polaroids due to his short term memory.

[@tcnunes33]

Wonderful

[@caribeskinner6290]

Nice but the price point is too much for what's out there. Why should I buy this over Fuji's options?

[@danivar86]

nice video

[@kanji_nakamoto]

Damn! Only found about it today. Take my money already!

[@Deacon_Israel]

The come back

[@JuliaBeyer]

🙌🙌🙌

[@tyjwilliamson]

I do love cameras

[@Tom-jw8xn]

Seems like a wonderful device to dip my foot into instant analogue photography. Congrats for persisting in creating tools that are unique and different than the mass production hype we are overwhelmed with today 👏🏻✌🏻

[@Gallagher068]

While I encourage dipping toes, this $600 Pro Polaroid may not be the best start point, I recommend getting a used Now+, I got one off craigslist for $25 and it also lets you do some of that fine aperature an shutter control but through a smartphone connection

[@Tom-jw8xn]

@@Gallagher068 Thanks for the tip about the aperture and shutter control through a smartphone connection!

[@ranney095]

💖💖💖

[@richardm1984]

any chance you will bring back the 35mm film Polagraph? Thanks

[@user-ow4lk6ff7h]

My soul.

[@outrunthis]

WAIT WAIT WAIT!!!! Are you telling us that you guys designed a CLEAR SHELL POLAROID? 4:32 Like what? IF ITS NOW OUT PLEASE RELEASE 😭 😭

[@feronous8207]

when i seen it, i thought 'how stupid, 600 for blurry photos? Psh, nope'.....just ordered mine :).

[@twenty3_co_uk]

I ended up here as I was looking at old Woolworths adds comparing inflation. Kodmatic 950 sold back then for 28.99. the base level Polaroid sells for 3.5times that these days. Now I'm seeing this advert/documentary.. Very interesting. Does this take larger prints than the older models, question, question.... My interest is sparking. I guess you might have a slow burn product here.

[@comontoshi]

What about film availability? Am I stuck with Amazon out here where there is no “camera” store for 2 hundred miles? 😬

[@shengyuanhsuphotography7255]

Taiwan!!!

[@jonnyboy8000]

Fuji Instax take note ,build it and they will come

[@GameReviewsInSwedish]

What we want for €700 is a camera with a glas lens like the sx 70, and NOT a plastic lens. There is no exuse for charging that mutch money only to cheap out of the most important thing of the entire camera.

[@CharlieKdiary]

Time to operate.

[@chumleyk]

Great camera let down by the ongoing quality issues with the polaroid film. Please fix that.

[@jartrain]

Before introducing any new cameras, please work on the chemistry and the ability to include ten photos in a single pack! For the price that we have to pay for both the 600 and sx 70 film, the chemistry should be much better!

[@Sabundy]

This is Polaroid finally doing what real instant photo enthusiasts have wanted for years. A high end instant camera. And its Polaroid finally doing the type of thing that its fans eant instead of making speakers 🙄.

[@larryscott3982]

Price point and film cost. And a dead end hard copy pic. Nostalgia has its place. But it’s living in the past. I don’t miss my 8 track cartridge player.

[@65WZ]

I want 3 units now please 😊💸

[@MikeyCh09]

This is amazing but the problem I have with modern Polaroid isn’t the cameras but the fact that the film isn’t of particular good quality. Temperature instability and unpredictable results can be frustrating compared to Fujifilm’s Instax line. This camera looks amazing but the Polaroid film stops me from wanting one.

[@pioneerz450]

First thought when I saw it. I"t looks very olympus." Odd how design cues actually follows the people rather than the company.

[@GavinSeim]

Love my SX70. You could have nailed this. Instead you gave it a non replacable battery making it a brick in ten years, gave it a plastic lens and a $600 price tag 😢 💔

[@pedronunes6401]

What’s the deal with a plastic lens? If it’s sharper that my sx70 lens (which seems to be) it could be made out of menure for all i care the result’s are what matters. 600 is cheap for a new camera! It’s cheaper then any entry level digital camera there is, your just used to the price of shit plastic used cameras. As for the battery i agree with you, but only time will tell, if one charge lasts 15 packs it does sound like it should be good

[@GavinSeim]

All serious lenses are glass for good reason. Plastic lacks optically, but more importantly, they damage easily and don't endure.@@pedronunes6401

[@tomjanowski8584]

Where did you hear the battery int's replaceable.?

[@nathansstuff1547]

Plastic doesn't always make it bad. Just as glass doesn't always make it goof

[@walmyrcarvalhoo]

You can just replace the battery if it's dead, I'm sure a company that repair old cameras and make new cameras from scratch can replace a battery from an old model.

[@dtyndall11]

Hopefully the built-in battery is substantially better than the one in the I-1

[@GavinSeim]

Non replacable battery. In a decade of less this camera will be non functional

[@robertknight4672]

I think the batteries with got better one-step series cameras when they were Polaroid Originals. I have the one-step plus and I think I've only charged it a total the three times. If I have gone for months without using it I will charge it.

[@EsamKabliPhotography]

It is very sad that after all your great effort, the camera got so much complain regarding the unrealple exposure, your films are not cheap ( and not that great in quality eather) so for someone like me who need to pay so much money to import your films to my country is a big problem. I bought so many polaroid films in past years to use it with my SX-70, but now i need to get new camera so yours Polaroid I-2 is my best choice but because of this exposure issue i don't want to buy expensive camera and to lose more money on expensive bad exposure film. Now i am trying the Instax wide 300 camera and films and the results are great so far, so you need to fix the exposure issue in your camera or any other issues to keep us photographers using Polaroid as our first choice.

[@moxiegaming8726]

Hear me out. I want that clear plastic one, someone should bring back clear plastic tech like the Apple iMac G3 or the game boy advanced

[@stapledtogether]

but does it play music? just kidding, this is sweet, thankyou polaroid

[@Razzbow]

Eye two

[@HT_LBC]

How much is the film?

[@TinLeadHammer]

Japan, of course. Like 20 years ago. Like 40 years ago.

[@bigsnail7614]

how much is the cost

[@styledliving]

How do I sync this with Strobes? Is there a PC Connector or Hidden Hot shoe? I noted that it charges via USB-C. What happens when the batteries inevitably die? How do we replace them? Is it some proprietary pack, or is there some sort of cell like a cylindrical 14400 lithium cell? If it's not replaceable, it seems very anti-environment and incredibly short sighted given today's climate (both figuratively and literally) regarding sustainability and reusability.

[@Adrian-wd4rn]

You don't replace them. The batteries are inside the camera, and polaroid doesn't have servicing for it... as an industrial designer myself, I'd like to smack that smug industrial designer in the head for that.....When the batteries die, the whole camera will need to be pretty much junked and youll have to buy a new one.

[@patrickmccurry2727]

make a new onestep. PLEASE. that camera looked so sexy

[@virgilplays]

I would pay good money for something like this that shoots go film

[@AXNJXN1]

As a personal fan of ALL cameras, photography (I take and teach...) the Impossible Project's efforts, and certainly ALL old Polaroids, I submit however, I think the thing that REALLY fails on this camera, and sadly to say, is that the 'Big, Bright, and Clear' mantra was entirely and unequivocally, missed! The pictures come out literally SO over processed for the 'elder', antique, 70's era look that the line between all of this incredible development, 30K TEST photos and immense engineering ONLY to produce a product that commonly simulates App photography for as little at $4.99?! Why on earth would this much development be exercised only to produce an extremely, backwards, multi-decade old, fuzzy image? I literally am heartbroken at what this project has turned out to be. I credit the teams 'work' but the extreme shortsightedness to create such antique-ish looking photos with not even an option to produce 'clear and colorful/modern' shots say as a button option, is mind-boggling to me.

[@davepov]

...but what about the film??? I can't imagine you'd reinvent the camera and not give equal weight to the film. I'd like to see that video too.

[@atsunai]

I really want one but its so expensive sorry 😭

[@WhoIsSerafin]

I truly hope it’s successful, but plastic lens is a no for me. I would have happily paid more for glass to replace my sx-70. Haven’t seen any reviews where it’s truly a better lens. Maybe the next iteration and why I hope it’s extremely successful

[@charleyfolkes]

Of course we are all grateful to Polaroid / Impossible, etc for keeping the medium alive, but honestly, the film is just not up to par. I have 30 yr old SX 70 pics in the house which look like Kodachrome, but this film fades already and can’t be in the light. And why does a full sun scene outdoors just blow out every shot, you have to notch down one full number to control the scene.

[@derektoronto1]

For the price it should have the ability to save the photos.

[@christianmichaux7222]

Appareil photo très attendu et en même temps, va falloir casser sa tirelire de 700 Euros.

[@_o__o_]

for the bin

[@propeople]

so this is the guy that mess up with the exposition of this camera ? hahaha

[@AndrejsZavadskis]

after I see "Nobody really makes mechanical cameras anymore" I understand that this advert is wrong ! Leica is still producing pure mechanical cameras from 1925 till today ! Linhof, Horseman, Chamonix, Shen Hao, Gibellini, Arca-Swiss, Canham, Intrepid, Cambo, Ritter, Walker, Lotus, Svedovsky, VDS cameras, ONDU, Argentum, Black Art Woodcraft, Wista, Toyo, StenopeiKa, Wilderness Camera, Da Yi, Gaoersi, Wanderlust, Silvestri, Frica, Dayi, Plaubel, Star Camera Company and many more still producing mechanical cameras !!! Nobody except Polaroid ? What's wrong with you ?

[@Gallagher068]

I think they meant designing new cameras, Lots of those companies are making old designs, Polaroid had to find specialists to engineer and R&D a new design

[@sofabiru6852]

📁📁📁📁📁📁📁

[@DennisSantos]

This camera looks so desirable, but I'm worried about battery longevity.

[@dadydodoultamate3116]

#first

[@enzohu405]

ITS TOO EXPENSIVE DDDD: