IMPERFECTIONISM
Why launch a camera when you can launch an art movement? Imperfectionism is the slow, purposeful craft of finding beauty in life's winding journeys and everyday mistakes; a bespoke artistic genre created for the Polaroid I-2.
We identified all the elements an artistic movement requires: a cultural resonance, pioneers, a dogma or manifesto, a grass-roots element and, of course, early works. Then, in partnership with Magnum Photos, we launched three mini docs, a masterclass series, Magnum’s most successful global open call ever and a guide to this movement delivered to camera shops and galleries around the globe. Inviting photographers everywhere to joing this movement, because they already might be ‘Imperfectionists’.
We then exhibited it all to the wider photography and gallerists industry at Europe’s biggest photography showcase, Paris Photo Fair, and through an OOH takeover of the Champs Elysées.
Role: Creative Lead/Senior Copywriter
Magnum Photographers: Jim Goldberg, Newsha Tavakolian, Enri Canaj
Open Call Winners: Jakub Stanek, Jaír Fernando Coll, Maria Beatriz de Vilhena, Mengwen Cao, D. M. Terblanche, Mohamed Hassan, Stefan Pavic, Aleruchi Kinika, Natela Grigalashvil, Jed Bacason.
Gallery installation by Fine Lines Paris.
Press coverage from Dazed, Hypebeast, ItsNiceThat + others.
MAGNUM PHOTOGRAPHER IMPERFECTIONISM MINI-DOCS
MAGNUM PHOTOGRAPHERS’ WORK
OOH CHAMPS-ÉLYSÉES TAKEOVER
IMPERFECTIONISM GUIDE DISTRIBUTED TO CAMERA STORES AND GALLERIES GLOBALLY
POLAROID X MAGNUM GLOBAL OPEN CALL WINNERS
PARIS PHOTO SHOWCASE