Polaroid founder Edwin Land’s retinex theory of color, first published in 1977, comes to whimsical life in this spot from Jelly director/designer/animator Charlie Toqué for the brand’s new I-Type film.

From Jelly: “Working as the director, designer and animator, Charlie crafted a world that brings the retinex color theory to life, playfully exploring how our brains and eyes work together to comprehend different colors. Working across all aspects of the production meant Charlie was able to craft a rounded film that has rooted in the 70’s when Polaroid founder Edwin Land coined the theory.

Charlie Toqué: “This is one of my favorite projects so far. It led me to dive into the 70’s psychedelic animation era, which was vividly inspiring. I was already in the process of trying to release a bit of control over my practice, and it helped me to push that a step further seeing how beautiful things could exist through imperfections.”
 
 

 
Client: Polaroid
CMO: Nicolas Kettelhake
Head of Production: Alastair Reilly
Senior Creative Producer: Julie Cousty
Creative Director: Patricia Varella
Concept Creatives: Valentino Marazziti, Rachel Sato-Banks, Rowan Hudson
Art Director: James Holdsworth
Copywriter: Alex Rigby
Brand Coordinator: Catharina Kremer

Production: Jelly
Director: Charlie Toqué
Head of Production: Laura Thomas
EP: Sue Loughlin
Producer: Tom Henneberry
Animator: Szymon Kwinto, Jacob Merrick-Wolf, Charlie Toqué
Post production: Charlie Toqué

Music/Sound Design: Box of Toys
VO: Kasper Michaels