Global music superstar Taylor Swift gives a glimpse of her life on tour in a 30-second commercial for Fujifilm instax camera series.
Shot by music video director Dave Meyers, the ad depicts Tay-tay—currently performing around the world on the TAYLOR SWIFT reputation STADIUM TOUR—enjoying her instax instant camera.
The way instax enables precious moments to be captured and printed on the spot as permanent keepsakes is encapsulated in the campaign slogan: “Now or never.”
“When I’m on tour I keep a lot of diaries and journals, and I like to tape photos in [them] and write on photos and give them to somebody. It’s kind of a really nice memento from good times,” Taylor was quoted as saying in a promotional video.
“There’s something cool about having a photo that tangibly you can hold in your hands right after you took it,” she enthused.
Following the launch of the commercial, Fujifilm will roll out instax Square SQ6 Taylor Swift Edition and instax Square Film Taylor Swift Edition on Oct. 20.
The instax Square SQ6 Taylor Swift Edition features a gold-colored newspaper pattern on a black base for a stylish body with a design similar to Taylor’s latest album reputation. In a similar fashion, the ring around the lens is metallic for a luxurious finish that goes well with the gold.
A faithful reproduction of Taylor Swift’s autograph is printed on the back of the body. It also includes her exclusive shoulder strap and film case.
The original Taylor Swift Edition film, featuring Taylor’s autograph on a black frame similar to the camera, will be released alongside the camera.
“It was really fun to work with the Fujifilm team to create a custom instax camera because it was really awesome to get to incorporate the iconography of reputation—the album and the tour—and create a camera that I feel like reflects that,” shared Taylor.