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Rewind to
What Matters
Integrated Brand Campaign
Role
Art Direction
Creative Strategy
AI Visual Development
Credits
Lauren Prothro, Kate Vesely, Amelia Garip,
Liz Scolza and James Holmes
Film photography once defined how we captured memories, but in a world of instant photos and endless scrolling, those moments often feel disposable.
With "Rewind to What Matters", we reposition Kodak for a new generation by embracing the growing interest Gen Z has in analog photography and intentional living.
Through immersive activations, social participation, and community-driven experiences, the campaign reframes film as a way to slow down and capture moments that truly matter.
Membership style activation where 1,888 Gen Z worldwide are selected to receive Kodak cameras and film. Photos are published in an annual yearbook called the 1888 Club.
