1972 · Camera
Polaroid
Polaroid Invents the SX-70
The SX-70, released in 1972, was Edwin Land's folding single-lens-reflex camera that ejected a self-developing print with no peeling or timing, and Polaroid hired Charles and Ray Eames to explain it, including an 11-minute film shown to stockholders. The headline 'Polaroid invents the SX-70' treats the launch itself as the news; pairing a man composing through the reflex finder with a print emerging from the front presents the folding body and instant output as the proof the claim needs.
