Instax mini 13: Time for the unexpected
Client: FUJIFILM Slovenija d.o.o.
Brand: INSTAX
Services: Creative concept, event strategy and content development, graphic design, spatial design, event production, activations, product launch, PR, media relations, influencer marketing, social media content, copywriting, communication materials design.
Client: FUJIFILM Slovenija d.o.o.
Brand: INSTAX
Services: Creative concept, event strategy and content development, graphic design, spatial design, event production, activations, product launch, PR, media relations, influencer marketing, social media content, copywriting, communication materials design.
Instead of unveiling a new camera through a conventional product presentation, we created an evening where influencers discovered Instax through playful interaction and an unforgettable experience.
Challenge
The challenge was not simply to introduce a brand or launch a new camera. We had to give people a reason to choose a physical medium in an age of endless digital possibilities and help them rediscover the anticipation, surprise and value of a single printed photograph.
The event had to engage media representatives, influencers and business partners alike, while delivering an experience that felt authentic, spontaneous and highly shareable for influencers and their wider Gen Z audiences.
Concept
The best moments cannot be planned down to the smallest detail. They happen when the outcome is no longer completely under your control and when a photograph may not be perfect, but it is undeniably real.
This simple truth became the foundation of the entire concept.
The new camera’s tagline, Time for the Unexpected, became the narrative that shaped every part of the event. The unexpected appeared in the invitation process, the camera selection, guest interactions, photography challenges, spatial activations and ultimately in the reveal of the new model.
We transformed the venue into the Instax Playground – an interactive environment where every guest became more than a spectator. They became the photographer, the protagonist and a co-creator of the experience.
Instead of a traditional show & tell, we designed a use & feel experience.
Design
The event’s visual identity was built around vibrant colours, bold typography and playful graphic elements that reflected Instax’s spontaneous, youthful and optimistic personality.
The visual language connected every touchpoint of the project, from invitations and environmental graphics to activation cards, presentation elements and digital content.
The venue itself was transformed into a recognisable Instax world. Rather than creating separate scenographic installations, we designed one cohesive visual journey through which guests moved naturally and intuitively.
Execution
The entire evening was carefully designed as a structured visitor journey that guided guests from curiosity to interaction, from interaction to creation and finally to the grand reveal.
Upon arrival, guests visited the presentation wall and selected the existing Instax camera that best matched their personality. Through the Find Your Instax activation, the product was not assigned at random – it became part of each guest’s identity for the evening.
This was followed by Let’s Click, where every guest received a description of an unknown person somewhere in the venue. Their task was to find them, take their portrait and hand over the printed photograph. The word click took on a double meaning: capturing a photograph while also making a genuine connection.
The playful Cover Page Stars activation gave every visitor the opportunity to become the face of the evening and the star of their own magazine cover.
The highlight of the event was the reveal of the new Instax mini 13. As the lights dimmed, a choreographed dance performance took over the space. Rather than simply unveiling the camera on a pedestal, the performance culminated with the new product being physically brought into the crowd.
Following the reveal, guests became the first people to experience the new Instax mini 13, capturing its very first photographs of the evening before discovering one final surprise: the camera they had used to capture their first unexpected moment was theirs to keep.
PR
Rather than organising a traditional press presentation where guests simply listened to product information, we created an environment where they could personally experience the new camera, explore its creative potential and leave with a genuine connection to the brand.
The exclusive event format enabled closer interaction with invited guests, thoughtful product demonstrations and authentic stories that were driven not by technical specifications, but by real moments shared throughout the evening.
Influencer Marketing
Influencers were invited not merely as communication channels but as active participants in the concept itself. Every activation encouraged them to explore, photograph, connect with other guests and create their own interpretation of the event. Instead of generating identical, pre-planned posts, the event offered multiple content triggers, allowing every creator to present the brand through their own perspective and personality.
Influencer marketing was not an addition to the event. It was embedded into its very narrative.
Social Media
From the very beginning, the event was conceived as a content generator rather than a one-night experience for a limited audience.
Every spatial element served a dual purpose: creating a memorable experience for guests while simultaneously producing visually engaging moments for wider digital audiences.
Printed Instax photographs became the heart of the event’s online communication. Their analogue character made the resulting content feel more personal, distinctive and authentic within digital
More Than a Camera Launch
Time for the Unexpected was never just a product launch. It was an invitation to pick up the camera and step into the world of Instax.
To capture an unexpected moment. To meet someone new through the lens. To create a photograph that doesn’t disappear among thousands of others, but stays with you long after the evening ends.
Because Instax doesn’t simply capture a moment. It turns it into a memory.
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