January 23, 2012

How to make the impossible possible!

Inspiring guest lecture with Dr. Florian Kaps, Founder and CMO of The Impossible Project


Dr. Florian Kaps taking a picture with a Polaroid camera (©The Impossible Project)

On January 13, 2012 Dr. Florian Kaps, Founder and CMO of The Impossible Project told the E&I students of class 2010 – 2012 and some guests how he managed to make the impossible possible. Dr. Kaps has always been a fan of analog instant photography and some day he got the feeling that Polaroid seemed to do no marketing for their analog instant films. So he talked about that to a Polaroid Marketing Manager and he confirmed that the company didn’t see a future for analog film. But Dr. Kaps was convinced that digital film won’t kill analog film like CDs etc. didn’t kill vinyl.

The Marketing Manager of Polaroid suggested that he should set up an online shop and sell the film himself on condition that he first had to place a large order of Polaroid film. Dr. Kaps agreed and bought a huge amount of film before he even had an online shop or a marketing concept for it. So he started to search for customers and found new target groups. It turned out that people liked to manipulate the pictures to make them unique. Also special editions like “fire expire” – a film that was simply expired and thus created special effects – sold very well.

The online shop was successful but in 2008 Polaroid announced its withdrawal from production of analog instant film. Dr. Kaps knew that about 300.000.000 perfectly functioning Polaroid cameras still existed out there and so he decided to take over the production. He and his team had one year time to invent and produce totally new instant film materials for traditional Polaroid cameras – and they finally succeeded.

To find out more about The Impossible Project please go to http://www.the-impossible-project.com/
An interview with Dr. Kaps is available in our Video Gallery.


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