Impossible Project


The I-1 is the first camera designed, engineered and produced by the team at Impossible. It celebrates the brand's mission of re-designing instant photography for a digital generation and preserving the physical memory.


Exposure partnered with MoMA Design Store to introduce the I-1 during NYCxDESIGN week. We secured national and regional feature press in top print and online publications, including CNN, Engadget, Esquire, Gear Patrol, GQ, Men’s Journal, Newsday, New York Observer, NYLON, Surface, The Verge, TIME Magazine, Travel & Leisure, V Magazine, Vogue, Wall Street Journal, Wired, and more.


415 Million Impressions
100+ Pieces of Coverage
250 Event Attendees