Placing the emphasis on the reactions you create by sharing the moments you capture

By embracing digital imaging and networking. “The real Kodak Moment happens when you share” became a relevant twist for Kodak’s consumer electronics

This 2010 campaign demonstrated how imaging leader Kodak could leverage its heritage in memory capture and gain relevancy in sharing through social networking (the new term at the time) via the Share Button found on all Kodak's digital cameras. Playing off the term “Kodak Moment” established in culture for decades, "The real KODAK Moment happens when you share" shifted the power from the instant an image is captured to the emotional reactions caused be experiencing images when shared.

The TV spot called “Dad” was directed in April 2010 by Lisa Rubisch of Park Pictures, edited by Akiko Iwakawa of Final Cut NY, graded via digital intermediate by Ben Eagleton at Smoke & Mirrors NY. DP was Jim Froehner — of course shooting KODAK VISION3 Motion Picture film. The principal actor was rising star Tate Ellington who has built a great career in film, TV, and commercials.

The print was shot by photographer Christian Witkin and explored the various types of smiles people can experience across the range of human emotions