To help Polaroid reclaim its rich design heritage, Ammunition designed the new Polaroid Cube, a rugged, rubberized 35-mm cube-shaped action camera that represents a new icon, one that appeals to a younger, more active audience. The highly portable shape and one-button design invite impromptu use, harkening back to the early days of Polaroid’s first instant cameras. Ammunition designed the product, packaging, and a full line of accessories that add to the fun and the function of the product.
Belying its small size, the Polaroid Cube competes with higher-end action cameras thanks to features like a 120-degree wide angle lens that captures HD video at 1080 or 720p and still images at 6 mp, a built-in microphone, and 2GB in internal memory. With a built-in magnet, the camera itself is designed to be a versatile mount. By popping two or more on a helmet, skateboard or any steel surface, users can capture multiple angles for photos or video. The Polaroid Cube is also weatherproof, making it the perfect companion for all kinds of adventures.
To expand the range of what the Polaroid Cube can do, we designed a range of versatile accessories and mounts. The full line includes a Monkey Stand, Bicycle Mount, Helmet Mount, Strap Mount, Bumper Case, Tripod Mount, Waterproof Case, and Suction Mount, ensuring that users can capture life’s action wherever and whenever it happens.
The Polaroid Cube is beautiful – small, elegant, and fun, and we didn’t want the packaging to hide its visceral appeal. Instead, we opted to create as little packaging as possible to allow the product to shine by creating a simple, clear cube with two pedestals that could hold the camera in place, almost like it was suspended in air, and at the same time making it feel special — like an artifact in a gallery. We also created packaging for the Polaroid Cube‘s range of accessories, uniting the look and feel with the product packaging. The simplicity of the packaging across both the product and accessories also stands out amongst other action cameras, which tend to feature action shots of extreme sports.