About The Campaign

Brain juices and big ideas.

This campaign is derived from the concept of film cameras having a unique ability to "add character" to the captured images. We thought about what it meant to be able to take photos that were very personalized and special to photographer and about how that would translate into our big idea.

We ultimately arrived at the idea of Kodak capturing "the one and only you", which encapsulates your character, personality, skills and artistic instincts. From there, we brainstormed about the narrative we wanted to tell and about the tone we wanted to set for the campaign.

After a lot more additional thinking, we settled on empowerment as the main tone, along with instilling a tinge of wonder. That's how we developed the "Only You Can" campaign. It speaks about how everyone has a story that deserves to be told and that everyone's adventures differ from person to person. Hence, nobody else would be able to capture your story, regardless of whether they are professional photographers or just beginners. This also subtly includes the notion that the "character" that is added to the photographs belongs to that of the person who captures the image - that a part of you is in the art that you produce, and that is what makes it one of a kind.