Live in the Moment: Polaroid’s Latest Campaign Reminds Us to Look Up

“Remember that night we spent on our phones? Me neither.”

That’s the message behind Polaroid’s latest campaign. 

There’s no denying there’s a growing sense of digital fatigue. Between endless screen time, constant content, and now an influx of AI-generated everything, it’s a lot.

The campaign doesn’t try to fix that. It simply reminds us to pause. To look up. To reconnect with the real world.

The campaign is made up of billboards and fly-posted Polaroids scattered across NYC, all with short, handwritten-style lines that offer pause and reflection:

• “Real stories. Not stories and reels.”

• “AI can’t generate sand between your toes.”

• “No one on their death bed ever said: I wish I’d spent more time on my phone.”

It’s simple and direct, and it works because it’s honest. 

People are tired of being online all the time. We’re craving moments that aren’t being recorded, posted, or optimized. There’s a growing craving for things that feel unpolished and real.

And while we obviously believe in (and LOVE) digital and the tools, the creativity, the connection it makes possible, this campaign is a reminder that not everything has to live online. Some moments are better when they’re simply experienced.

And that’s why we love this campaign so much. It’s not anti-AI or anti-tech. It’s just asking a question most people already have in the back of their minds. What are we missing while we’re looking down?