It can take about 15 minutes for a Polaroid photo to fully develop, and the brand’s photographers embraced this waiting time in their creative process.

“When you take a Polaroid picture, the weather, the ambient temperature, the film condition, the light … all affect how the color comes to life,” Varella explained. “Those imperfections and that lack of control are what make a Polaroid picture unique. We think it is important to embrace what makes you unique.”