“The photograph, reimagined,“ says San Francisco start-up Polaroid Swing want to bring back the magic and mystery of Polaroid through their very digitally forward app. Will it compare to original’s past?
Remember when we were kids and Polaroid was our main form of capturing memories? Well, my parents at least. When Polaroid as a company decided to fold and discontinue making their world famed insta-prints, photographers and connoisseurs alike felt a wrench wedge deep into their hearts. Well maybe it’s time to remove it as San Francisco-based start-up, Polaroid Swing attempt to reimagine the old of today.
The app works like this: You shoot a photo just like you would with Instagram or iPhoto, and the app captures 60 frames in one second, creating the briefest of moving images that is less like Apple’s Live Photos (which are three seconds long) and more like a very brief GIF that can also be viewed as a still image. You have to swipe across it, you see, to see it in motion.
So a mixture of Instagram, Snapchat, Boomerang / Phhhhoto, and Apple preview all in one. The cofounders of Polaroid Swing are Frederick Blackford and Tommy Stadlen, two Londoners who relocated to San Francisco after securing the rights to the Polaroid name, as well as an investment stake from what remains of the company in Minneapolis, "We really wanted to keep this simple and make it about the new medium,” Blackford tells Fast Company. “There’s enough cognitive overload to begin with.”
If the app is successful in monetizing itself, we could see a boom hit back in the Polaroid name. Since the original Polaroid company declared bankruptcy twice and was sold several times in the last decade and a half, ultimately ceasing production of Polaroid film over five years ago, other companies have stepped in to produce a couple types of Polaroid instant film (namely Fujifilm), where you can buy at major outlets such as Walgreens, Target, and Amazon.
For now, the Polaroid Swing app remains free and ad-free but appears to be working out the bugs. If you can’t move your mouse of the photos, don’t worry – neither could us.
Give it a test below and tell us what you think? Is it worth your time?
Written by Anthony Rogers, photos sourced from Pexels.com, Wikimedia Commons, and Polaroid Swing — Do you think this company will get far? Let us know and fill us in if we’ve missed any crucial details.