In the ’70s, pledging allegiance to your country meant protesting in the streets for some and going to war for others. America’s bicentennial decade was a time of dramatic conflict and transformation. Our tagline concisely captures the one thing all Americans were facing as we emerged from the ’60s - change.

In 1972, Polaroid launched the camera that revolutionized photography. It immortalized memories with instant gratification. Polaroids iconically frame our archival imagery and harken to the spirit of a transformative decade, to that moment of anticipation of holding a freshly snapped photo, waiting and wondering what would develop.

In creating our environments, we carefully selected period-accurate objects and furnishings. To capture the analog, filmic feel of the ’70s, we did whatever we could in-camera, supplementing with CG. The elaborate camera moves were pre-visualized through CG animatics and realized through the choreography of skilled techno-crane operators.