With the ongoing sharp decline in film sales as a result of the digital camera and camera phones, Fujifilm had been experiencing an existential crisis of purpose, for decades. They needed to innovate not only their product line, but their brand activation as well. What was seen as an outdated product, the instant camera was thought to have died with the Polaroid brand, but Fujifilm updated this experience with the Instax product line of cameras and film.

I helped develop the strategy that came from the insight that consumers didn’t know the photos from an instant camera can be the personalized beginnings of many creative projects. Fujifilm knew that if consumers experienced and touched the Instax they’d fall in love. We put those two things together in a whole new Wonder Photo Shop.

Wonder Photo Shops had existed before in international destinations like Tokyo and Barcelona, but they were only about product and things to put photos in, like frames. We expanded the footprint to make it a creative workshop. Located in the heart of NYC’s Flatiron District, it was meant to be a destination for residents and tourists to experience the creative possibilities. We created instructional sessions and held classes to let consumers unleash the wonder of their creativity.