There is something almost primal about instant gratification, and it is something that many modern companies have tapped into to resounding success. Think Netflix, Apple, Amazon Prime – all of these massive services rely on the need for “now” and not later. It comes of little surprise, then, that photography’s original king of “now” is making a comeback, and just in time. Before Instagram, there were Polaroid cameras, which created instant memories and tokens that could be carried away immediately, unlike more traditional film processing which took time. Not the best quality of image, but an accessibility and instantaneous factor that coupled together to create a market behemoth that became popular among photographers and casual users alike, Polaroid was the touchstone of a generation and one of the first examples of mass consumer photography which is so ubiquitous today in smartphones.