Fujifilm is spotlighting the beauty of unplanned moments in “Time for the Unexpected,” a new global campaign for its instax mini 13, created in partnership with McCann.
At the center of the work is the camera’s new self-timer feature. Instead of positioning it as a tool for perfectly staged photos, the campaign reframes it as a way to make room for real moments.
“Time for the Unexpected” focuses on what unfolds in the seconds between pressing the shutter and the flash. Those brief pauses become the story. Friends react, laugh, and improvise, often creating the kinds of images that feel the most authentic.
The hero film follows a group of friends across a series of everyday hangouts, from bowling and mini golf to doing makeup and throwing a surprise party. As they use the instax mini 13 to capture selfies and group shots, the countdown becomes part of the action, revealing moments that could never be planned. Watch below:
“You can plan for the perfect picture, but sometimes it’s the moments you could never have planned for that end up being the most iconic pics,” said Britt Nolan, Chief Creative Officer of North America at McCann. “This film is a celebration of the chaos that happens with friends.”
Directed by Roman Rutten and shot in Mexico City with locally cast Gen Z talent, the campaign leans into Instax’s long-standing focus on social, joy-driven photography. It also introduces the mini 13 as the next step in the brand’s best-selling camera line.
Rutten added, “What I enjoyed most about this project is that it truly focuses on human connection. We live in a world that is always chasing the next thing, and sometimes we forget to be with the people we love simply. The timer function became the perfect catalyst for that feeling. Sometimes those unexpected seconds become the moments we remember most.”
The campaign will roll out across more than 100 global markets, spanning film, digital, social, and retail.
CREDITS:
BRAND: Fujifilm instax
- General Manager of Consumer Imaging Group – Ryuichiro Takai
- Manager, Promotion Team – Naoya Ito
- Leader of Global Promotion – Kaoruko Mochizuki
- Budget /Localization /Promotion in Japanese Market – Naoko Hara
- Website/Brochure – Ririko Matsumoto
- Website/Brochure – Anri Mineyama
- Social Media – Rika Otomo
- VP Marketing, Consumer Products – Ashley Reeder
- Marketing Director – David Bahr
- Marketing Manager – Patty Shank
- Head of Consumer Marketing – Karina Thomsen
- Marketing Manager – Dale Young
AGENCY: McCann NY
- CCO, McCann Worldgroup North America - Britt Nolan
- VP, Creative Director - Haley Cole
- VP, Creative Director - Lindsey Aquino
- Copywriter - Sam Altman
- Senior Art Director - Megan Weber
- Chief Production Officer – Joe Calabrese
- Executive Producer – MJ Soler
- Senior Producer - Armando Melendez
- Senior Producer – Jared Hamburg
- Senior Music Producer - Colleen Dahlstrom
- Director of Music, BA Licensing - Jamie Jou
- Business Affairs Manager - David Halberstadt
- EVP Executive Strategy Director – Phillip Lee
- VP Strategy Director – Nerea Pennini
- Associate Strategy Director – Drew Learner
- EVP, Managing Partner - Ken Mulligan
- SVP, Group Account Director - Cheryl Edwards
- Account Supervisor - Thu Tran
- Account Executive - Katey Andersen
PRODUCTION COMPANY: 1st Ave Machine
- Director – Roman Rutten
- Director of Photography – Chris Lew
- Co-Founder, Managing Director, Photographer – Diogo Barroso
- Executive Producer – Scott Gemmell
- Executive Producer – Sam Penfield
- Head of Production – Mariajose London Garcia
- Producer – Elizabeth Collins
- Producer – Karen Judchak
PHOTOGRAPHY: Adrenorama
- Executive Producer – Juan Carlos La Madrid
- Executive Producer – Guillermo Matthews
PRODUCTION COMPANY: Cartel NY
- Head of Production – Malini Khatha
- Managing Director – Lauren Bleiweiss
- Executive Producer – Evyn Bruce
- Producer – Kong Ynag
- Editor – Sophia Lou
- Assistant Editor – Abby Doherty
COLOR: Company3
- Colorist – Jenny Montgomery
- Producer – Nick Kransic
- Revolve Audio
- Audio Engineer – Michelle Kerzner
- Producer – Bianca Muccia
FINISH: No6
- Producer – Natalia Wrobel
- Editor/Conform Artist – Andrew Santanaso
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