See Through to You | Polaroid
SILVER MIAMI ADDY WINNER
Polaroid is all about authenticity. So we made Polaroid display fashion items that represent you through your best photos.
See Through : the Collection
We'll launch on the runway at New York Fashion Week with the See Through collection.
Every look will be made from clear vinyl, displaying polaroids taken by the models wearing them.
Off the Runway, Into Your Hands
We'll mass-produce display bucket hats, tote bags, and display necklaces, so everyone can wear their most authentic Polaroid moments and feel seen.
“Going Away”
:60
Open on a messy backyard late at night after a high school graduation party. Everyone has left, except the host, Julia, and her best friend, Chloe.
They’re hugging under a ‘Goodbye Chloe’ sign. Julia is holding a polaroid camera.
Memories from Julia’s life that define her fade into view:
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Julia scores the winning goal in an intense championship soccer game. Tears of joy stream down her face. Chloe takes a polaroid from the sidelines.
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Julia and Chloe are laughing and dancing on the beach, Chloe snaps a polaroid of Julia as she strums a bright pink ukulele.
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Chloe and Julia open college letters together, and Julia gets into their shared dream school. Chloe is denied. Julia reaches out to hold her hand but Chloe shakes her off with a smile, and snaps a polaroid of Julia, fighting tears. They hug.
Chloe lets go of Julia and reaches into her bag, handing her a See Through tote bag. Julia turns the bag over, looking at every picture of herself doing the things she loves, with her favorite person. She smiles and laughs as a tear falls down her cheek.
Julia wipes her eyes and takes a polaroid of them together. She wiggles it into the only open slot in the tote bag.
Cut to Julia at college, alone on the quad, her tote next to her.
Another girl walking by notices it and says something to Julia. She responds, and the girl laughs, sitting down next to her in the grass.
End Treatment
Super: See Through to You.
Logo: Polaroid.
“Coffee Date”
:30
Open on a woman, Morgan, anxiously waiting for her date to arrive, repeatedly checking the door and her phone, wringing her hands.
Her polaroid tote hangs on her chair.
Her date, Chris, arrives and waves at her, walking quickly to her table. He’s lanky and awkward, and stumbles on the leg of a chair on his way over.
Chris: Hey, Morgan? Hi! Hi, I’m so sorry I’m late, so sorry. Traffic.
Morgan: It’s okay! Totally fine.
Chris: Ok, thanks. So how are you?
Morgan: Good, Good. You?
Chris: Good, yea! Good.
Morgan nods, shifting in her chair. She brings her coffee to her lips for a long sip as she looks back at Chris.
Chris avoids her eyes, twiddling his fingers, tapping his foot, and looking around the coffee shop.
He spots Morgan’s tote. He points at it, asking her,
Chris: Cool bag! Did you take those?
Morgan: Thanks! Each one is from a different country.
Chris: Wow, I’ve only been to Mexico….
Morgan is smiling, engaged and relieved.
Their conversation gets going as the dialogue drowns out.
End of Treatment
Super: See Through to You.
Logo: Polaroid
“New Guy”
:15
Open on a junior level professional in an elevator, Darren.
Darren’s shifting back and forth, nervous about his first day. As the elevator opens, he notices nobody is wearing their ID badge on their neck so he rips his ID lanyard off hastily.
He walks over to his new desk, and gives a wave to his neighbor. The worker has headphones on and doesn’t look up.
Darren reaches into his work bag and pulls out the polaroid tote, placing it on the desk next to him.
The coworker peeks at the bag and lifts one side of his headphones, nodding towards the bag.
Stranger: Cool bag. Is that Colorado?
Darren is relieved and visibly less tense, smiling as he inhales to start telling the stranger about all the hiking photos on his tote.
End Treatment
Super: See Through to You
Logo: Polaroid
