Kodak UltraMax 400
Find a Story to Tell
(Spec Work)
We can all agree that the age of social media and cell phones is great, right? It’s simpler and quicker to take a photo, it’s also boring and thoughtless—we take a picture and move on without a care in the world. At Kodak we believe that film photography is a ritual, an exercise in patience; it’s about knowing very little about the results and getting a pleasant surprise. And with only 36 exposures, each UltraMax 400 roll is a storybook waiting to be written.
Today’s digital age has devalued photography; now that everyone has a camera in hand, people are careless with their photos. As a result, we are developing the Social Archive, a new way of sharing memories online. This platform will embrace the vintage aesthetic that so many filters try (and fail) to replicate. The only way to share an image on the platform is to develop your film through Kodak services. Once your film is developed, you will get an access code to your developed pictures and the option to upload to the Archive.
The Social Archive
Kodak will place photo booths offering UltraMax 400 film, available with film cameras to rent, in night-life districts across the country. Once you finish collecting memories, drop off the camera and roll of film & get a code to access your developed photos on the Kodak website. Now you will have the chance to upload your photos to the Social Archive.
UltraMax 400 Pop-Up Booth
Through the Social Archive, we will run a contest where the 36 most liked photos will be included in a pop-up exhibition at the International Center of Photography (ICP) in NYC.
Tell Your Story at the ICP
Certified Camera Tech Program by Kodak
Sadly, the number of analog camera repair shops are declining due to cellphones and digital cameras. As a result, fixing analog cameras is becoming a lost art. And let’s face it, how would you use our film without a functioning film camera? To combat that, Kodak will introduce free camera repair courses (with certifications), taught by the masters of this craft, to keep film photography alive for future generations.
CW: Francisco Aguilar
AD: Julia Bencomo