A precursor to today’s digital era, Polaroid’s iconic 1972 SX-70 Land Camera is notable not only for its achievements as the first folding and first SLR instant camera but also for its perfection in form, function, and beauty. The revolutionary camera ignited and defined the instant era, allowing a photographer to focus solely on capturing the the moment at hand.

The Office of Charles and Ray Eames produced a 10-minute-long video advertisement, beautifully capturing the camera in all of its glory.