For when it clicks use FUJIFILM instax

A new global campaign from FUJIFILM instax and McCann New York has just launched,

Titled For When It Clicks, the campaign builds on instax’s long-running “don’t just take, give.” platform, this time spotlighting the beauty of real-world connection in a digital-first world. 

Directed by Jaron Albertin (known for Under Armour’s I Will What I Want), the hero film captures the unplanned, intimate moments between friends, the kind that become inside jokes and lifelong stories. Developed by McCann NY, the work reflects how Gen Z is redefining presence and authenticity, showing that while social platforms capture attention, instax helps create genuine moments together.

The global campaign runs across film, OOH, digital, social, retail, and experiential activations, including a tie-in to instax’s Joy Tour, which brings the campaign to life through immersive events celebrating creativity and connection.