Polaroid’s analogue-first campaign celebrated real life, real connection and the joy of putting your phone down. We helped make sure the idea - and all its personality - landed just as well in other languages.

Then came Fred.

Polaroid’s 101 series taught the basics of instant photography through the wonderfully eccentric Fred. Part teacher, part entertainer, he turned straightforward how-tos into something people might actually want to watch, with jokes, jingles, wordplay and a very particular way with words.

Great fun to watch. Not quite so straightforward to translate.

Because when so much of the charm lives in how something is said, simply getting the meaning right isn’t enough. The jokes still had to land. The jingles still had to sing. And, most importantly, Fred still had to feel like Fred.

See the man in all his French glory for yourself.