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Newsletter: April 19, 2012

№. 192
THE IMPOSSIBLE PROJECT
Impossible proudly presents
IMPOSSIBLE COOL FILM
THE NEW SPRING 2012 EDITION
We're kicking things off in style in Spring 2012 with the inaugural launch of the new Impossible COOL film line, thanks to the ongoing evolution of Impossible recipes. New Impossible films will now be released bi-annually in Spring and Fall. The SPRING 2012 COOL EDITION features all Impossible Color and Silver Shade film materials in their newest incarnations based on the latest findings and achievements in instant film development. This season’s color palette incorporates warm tones that create dreamy images.
The COOL Experience
PX 680 Color Shade COOL by Rommel Pecson
PX 600 Silver Shade COOL by Patrick Tobin
The COOL films raise the bar of analog instant photography. Photographers shooting the Impossible COOL film materials can expect to enjoy:
  • faster image development
  • more consistent image results
  • in-depth sharpness
  • greatly reduced artifacts such as mottling in dark image areas, spots and blemishes
THE COOL STORAGE
Just like fine wine, COOL films can be stored and enjoyed at any temperature. It proves beneficial to store COOL films in the fridge around 5-10°C /41-50°F. This guarantees and extends optimized performance and will help maintain the film's superior quality longer than ever before.
Please do not freeze the film! Before shooting, allow the film to adjust to room temperature for at least 1 hour.
Room temperature
storage
Recommended COOL storage
at 5-10°C / 41-50°F
All COOL films come in a brand new packaging design in fresh silver, featuring a white rip strip part that says "Keep Me Cool". When stored at the recommended cool temperature in the fridge "Keep Me Cool" vanishes, indicating the perfect storage conditions.
PLEASE WELCOME THE
COOL ASSORTMENT
PX 100
SILVER SHADE COOL
by Toby Hancock
by Heather Champ
Brilliant black & white / sepia film for all Polaroid SX-70 camera models. Dry Age storage of the developed pictures is recommended in order to avoid unwanted image alterations.
EUR 20
US$ 23.49 | JPY 2,499
Buy Now
PX 70
COLOR SHADE COOL
by Anne Bowerman
by Frank Love
Color film with subtle warm tones for all Polaroid SX-70 camera models. Due to the high film speed of this material we recommend adjusting the lighten/darken wheel or slider of your camera 1/3 into the dark setting.
EUR 20
US$ 23.49 | JPY 2,499
Buy Now
PX 600
SILVER SHADE COOL
by Kyle Depew
by Patrick Tobin
Brand new, crisp and classy black & white / sepia film for all Polaroid 600 camera models. To avoid unwanted image alterations we recommend Dry Age storage.
EUR 20
US$ 23.49 | JPY 2,499
Buy Now
PX 680
COLOR SHADE COOL
by Kisha Bari
by James Matthew Carroll
Dreamy colored image for all Polaroid 600 camera models. Due to the high film speed of this material we recommend adjusting the lighten/darken wheel or slider of your camera 1/3 into the dark setting.
EUR 20
US$ 23.49 | JPY 2,499
Buy Now
YOUR COOL COLORS
Neutral setting
1/3 to the dark setting
Dark setting
Impossible colors are at your control. Being a super sophisticated chemical molecule, all our Impossible color dyes are sensitive and sometimes moody. It is in your experienced hands to wake them up and have them perform in exactly the way you love. Your most important equipment for this task is the exposure time, Color Shade film delivers various tones of colors according to your settings of the lighten/darken wheel or slider. Set 1/3 into the dark for optimized results.
HOW TO USE COOL FILMS
1.
Store unopened film packs in the fridge at 5 to 10°C (41°F - 50°F). Do not freeze! Before shooting, allow the film to adjust to room temperature for at least 1 hour.
2.
Use the right film in the right camera. See details on the film packaging. COOL films are available in different formats and film speeds, some film types will not work with every Polaroid camera.
3.
For your first shots, we recommend to shoot at 17-24°C / 63-75°F as especially the Silver Shade film is sensitive to temperature.
4.
Set the camera's lighten/darken wheel/switch to the correct setting, or adjust after the first shot for optimized results.
5.
Hold camera stable, especially at low light levels.
6.
Press the shutter release.
7.
Immediately shield the image from light as it is ejected from the camera. The first seconds are crucial! Shield using an Impossible Frog Tongue, the film darkslide, an Impossible PX Shade or your hand. View Tutorial Videos
8.
Protect the picture from light for up to 3 minutes while it develops (let it develop face down). The picture will take up to 15 minutes to develop completely.
9.
Flip your Impossible instant picture over and enjoy! To prevent Silver Shade images from unwanted alterations over time please apply our recommended Dry Age procedure: www.the-impossible-project.com/dryage
PX 600 Silver Shade COOL by Kyle Depew
PX 680 Color Shade COOL by John Carleton
© 2012 by the-impossible-project.com / Design by Lia Sáile
Photos by Anne Bowerman, Frank Love, Heather Champ, James Matthew Carroll, John Carleton, Kisha Bari, Patrick Tobin, Rommel Pecson, and Toby Hancock

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