拯救拍立得（2020）

that a customer will see right off the bat
这个胶片的显影速度更快
is that it’s a faster developing film.
这就是我们制♥作♥的最即时的胶片
It’s the most instant film that we’ve made.
在我看来，这才能够配称为
In my mind, it’s really the first film
即时成像
that’s worthy of being called instant.
那很重要吗？
Is that important?
当然了，就像
Yeah, it is.
如果你去看魔术
If you think of a magician
魔术师用20分钟
who’s gonna pull a rabbit out of a hat,
从帽子里拿出一只兔子
well if it takes 20 minutes for him to get it out,
可能这个效果不是很好
chances are it’s not gonna be a very effective act.
但是如果速度很快
But if it’s fast,
那肯定会有很大的不同
then obviously it makes a difference.
你现在能看到
Here you can see
照片里已经有可以识别的画面了
that there’s already a recognizable image here
而这张什么都没有
and here there’s nothing.
现在
So at this point,
我们已经显影了三到四分钟了
we’re three or four minutes into the development process
你现在可以看到这张显得差不多了
and you can now see this one is fairly well-developed.
这就是新的宝丽来胶片
This is gonna be the new Polaroid Originals film.
消费者不需要知道任何
A customer doesn’t have to know anything
关于胶片复杂性的事情
about the complexity of the film.
他们只需要知道如何将相纸从包装里取出来
All they have to know is how to take it out of the carton
怎么放进相机中
and put it into the camera.
有三件事确确实实的
The kind of three things that have happened
改变了整个公♥司♥的动态
that are really changing the dynamics of the entire company.
一是胶片的质量变好了
One is the quality of the film has gotten better
它终于变得更即时了
and it’s finally gotten more instant
它终于真的即时了
and it’s finally gotten to be instant.
第二个是我们有一个非常不错的
Another is that we have a really nice
全新的低价格相机
lower cost brand new camera.
第三是我们将这两者
And the third is that we’re combining those two
与这个世界知名品牌结合起来
with this world famous brand.
这些将改变公♥司♥的整体动态
And that’s gonna change the whole dynamics of the company.
我们见证了一点奇迹
We had witnessed a bit of a miracle.
1940 年代的技术回到 2018 年
The 1940s tech was back in 2018.
它好用了而且它的名字又变回宝丽来了
It worked and it was called Polaroid again.
宝丽来的80年
一切从那简单的白框开始。
1972年，埃德温·兰德第一次展示宝丽来胶片摄影震惊了世界。
凭借知识和坚持用35年的时间才发明了这种胶片。
奥斯卡和博士从那顶帽子里取出了兔子
Oskar and Doc had pulled the rabbit from that hat.
加入项目时我 22 岁
I was 22 when I joined the project
我当时肯定不知道这会成为我的一生
and obviously I had no idea it would become my whole life.
我是说这段过程中有很多时候
I mean there were years on the journey
想过要放弃这件事
where I definitely wanted to quit.
但每一年都有更多的事情要做
But every year there was more to be done
都没有精力去想其他的事情
and it felt too important to even think about anything else.
在我意识到这些之前，我已经 30 岁了
So before I knew it, I was 30
这个项目确实成为了我的一生
and this project indeed became my whole life.
现在我们是宝丽来和Impossible的大家庭
We are one big Polaroid Impossible family today.
我想感谢大家
I wanted to thank everybody
是大家让TIP成为今天的现实
who made Impossible Project a reality today.
非常感谢
Thank you so much.
80年前的今天
80 years ago to the day,
就在纽约这个位置
right here in New York,
埃德温·兰德创立了宝丽来公♥司♥
Edwin Land had founded the Polaroid Corporation.
这样模拟以及非硅谷的公♥司♥
How rare is it that such a company,
能够死而复生有多么地难得
analog and totally not Silicon Valley rises from the ashes?
失败者被证明是正确的
The underdog was proven right.
多么伟大的成就
What an achievement.
博士也会感到骄傲
Doc would have been proud.
但没有人确定那天晚上他在那里
But no one had made sure he was there that night.
我代表着浪漫、热情
I was standing for the romantic, passionate,
梦幻，疯狂的部分
dreamy, crazy part.
这在开始的阶段非常重要
That was super important in the beginning.
我认为这是一段美好的恋情
I think it was a beautiful love affair.
正如你所知
And as you know,
爱情中并非一切都那么容易
not everything goes very easy in love affairs.
它有很多弯路和不同的观点
It had many twists and many discussions
但这是一个有很多起伏的巨大挑战
but it was a big challenge with a lot of up and downs.
当然，没有屁话和失败和犯错
Of course, without shite and failure and making mistakes
也不会有进展
there is no progress.
但这就是事情，试试就知道了
But this is the thing, you know, try it.
这算是失败吗？
Is it the failure that I’m not,
或者说会因为没有参与到现在的宝丽来
or do I feel sad because I’m not actively involved
而感到难过？
in Polaroid nowadays?
是的 有时是的，当然
Yeah sometimes yes, of course,
因为我以为这是我的梦想
because I thought this would be my dream
尤其是我答应了我的妻子
and especially I promised to my wife,
如果我办成了
this is the last project,
这会是我的最后一个项目
you know, this time it works out.
但是如果真的是那样
But on the other hand, I would never be sitting here
我现在也不会坐在这里
if things had not evolved like that
我有感觉，好吧，整个宝丽来的故事
and I have the feeling, okay, the whole Polaroid story,
也许这对我以后许多其他的项目
maybe this was just the warmup
只是个热身
for many other projects to do.
还有很多其他地方
There are many other places
需要我让他们留在世界上
to take care that they are not vanishing.
我说这话可能吓到了很多人
I think I scare a lot of people,
但我希望有人能够
but my hope is that some people
受到启发并打破常规思考问题
are inspired to think out of the box
也许去尝试看似一开始不可能的事情
and maybe try things that at first are impossible.
博士没过多久就继续
It didn’t take Doc long
寻找新的不可能的恋情
to find a new impossible love affair,
他将目光放在了一个从没注意过的
the most analog place
苏德班酒店
一个最模拟的地方一个需要拯救的地方
he had ever laid his eyes on needed saving,
维也纳郊外的一家 1902 年的汽车酒店
a 1902 car hotel outside Vienna
自70年代以来一直空置但功能齐全
that had stood empty but fully functional since the 1970s
等待着唐吉诃德一般的博士令它起死回生
waiting for the right Doc Quixote to kiss it back to life.
这是塞默灵的苏德班酒店
This is Südbahnhotel up in Semmering,
靠近维也纳的一家非常特别的汽车酒店
a very special car hotel close to Vienna
上一位客人在 42 年前退房♥
and the last guest checked out 42 years ago.
给人们感到模拟的珍贵
It’s part of a crazy vision
并让人们乐意记住这里
of bringing analog treasures and pleasures to the people
是白日梦的一部分
and help people remember
那些存在了几个世纪的地方
that places like that built over centuries
即使在数字世界中也很重要
are important, even in a digital world.
我们必须开这家酒店
We have to open this hotel.
这不是一个问题
It’s not a question.
连想都不用想
It’s not even think about it.
1900 年左右，苏班德曾经是…
Around 1900, the Südbahnhotel was…
…欧洲最好的大酒店
…the best Grand Hotel in Europe.
你仍然可以感受到能量，对吧？
You can still feel the energy, right?
超感也是一样，人们说
It’s the same with Supersense where people say,
“当你进到这里时，你会忘记其他一切”
“When you enter here, you forget everything else.”.
这就像重置一样
This is like a reset.
你可以想象，我的妻子说
As you can imagine, my wife kills me because she says,
“你终于可以专心做一件事了吗？
“Can you finally concentrate on one thing?
你能把一件事做完吗？”
Can you do one thing and you know, have it done?”
而我只想说
And I just say,
“我做的所有事都是一件事
“It’s always exactly the same thing.
这正是它的全部意义所在”
This is exactly what it is all about.”
这太疯狂了，它正在为这里即将发生的事情而哭泣
This is crazy, it’s crying out for something to happen here.
这家酒店从未关闭
The Hotel was never closed,
人们只是退房♥走了
the people simply checked out.
业主很喜欢这家酒店
The owners love this hotel,
但每个麦肯锡商业顾问都告诉他们
but every McKinsey consultant has been telling them
不可能重开了
it’s impossible to reopen,
太浪费了，无利可图，等等，等等
uneconomical, not
profitable, blah, blah, blah.
直到博士拿出了他独特的的商业计划
Until Doc came along with his style of business plan.
只需要做一个深度清洁，不用改变任何东西