TENSION: “A Kodak Moment” used to mean something: a single, perfect instant worth capturing on film. But in an age where everyone carries a phone camera and infinite storage in their pocket, why save one moment when you can save every moment? And when every moment is captured, what separates the meaningful from the mundane?
KEY INSIGHT: People want to detox from their phones - that’s why they’re gravitating toward older forms of tech. At the same time, they love taking pictures. So they’re reviving throwbacks like polaroids, disposables, and chunky 2000's digital cameras to capture the moment without distraction.
THE BIG IDEA: Kodak is transforming Toronto's Dundas Square into a live photo gallery to launch the new True Shot digital camera, which mimics a screenless disposable film camera. Capture your everyday moments with a True Shot and enter the #InTheKodakMoment competition for a chance to see your photo featured on the famous billboards.
WHAT MAKES THE TRUE SHOT, TRUE?
In an era of AI-generated everything, the True Shot embeds a digital authenticity signature into every photo. It confirms the moment you captured actually happened — no fabrication, no filters, no AI. 100% True.
#InTheKodakMoment AI Safety Censorship
To help curate a family-friendly experience in the Dundas Square gallery, AI will pull PG-friendly images and remove any submissions that are too scandalous.
