SX-70

A short film by the Eames Office about the Polaroid SX-70, the folding instant camera, made by Charles and Ray Eames. It combines a technical explanation of the camera with a promotional tone.

HN people share it as a favorite Eames film that explains how the SX-70 works and may have shaped the later Apple style of product launch.

“has a technical summary, as well as probably being the inspiration for Steve Jobs’ magical-revolutionarist mode of marketing.”