Polaroid's Patricia Varella on Anti-AI Campaigns and Long-Term Brand Strategy
In an interview with Rob Alderson for It's Nice That's column, In House, Patricia Varella, the creative director at Polaroid, shares insights about the brand's successful anti-AI campaigns. Having joined Polaroid in 2022 after stints at agencies such as Ogilvy and Sid Lee, she underscores the significance of having internal supporters and the challenge of turning ideas into tangible work. Varella likens agency work to a sprint and in-house roles to a marathon. The campaigns, including 'Capturing Real Life' and the Flip camera initiative, became viral sensations, with memorable slogans like 'AI can't generate sand between your toes,' even featuring a billboard at Coney Island beach. She also discusses the creative process, influencer strategies, and the necessity for boldness in innovation, building on Polaroid's analog roots.
Key facts
- Patricia Varella is creative director at Polaroid, joined in 2022.
- Varella previously worked at Ogilvy, Sid Lee, G-Star Raw, and Bugaboo.
- Polaroid's Flip camera campaign used anti-AI copy like 'AI can't generate sand between your toes'.
- Summer campaign included billboard on Coney Island beach with line 'Go jump in some water before the data centers drink it all up'.
- Campaigns went viral; Varella received hundreds of messages after digital detox.
- Varella compares agency work to sprinting and in-house work to marathon running.
- Polaroid paid influencers to go offline for the campaign.
- Varella emphasizes long-term brand building and innovation requires bravery.
- Interview published by It's Nice That in new column 'In House'.
- Polaroid's founder Edwin Land pioneered technology to enhance human experiences.
Entities
Artists
- Patricia Varella
- Rob Alderson
- Edwin Land
Institutions
- Polaroid
- It's Nice That
- Ogilvy
- Sid Lee
- G-Star Raw
- Bugaboo
Locations
- Coney Island
- New York
- United States