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The 60-second excitement - Polaroid, 1968


Advertisement for Polaroid, featuring a group of nuns helping children take photographs. Photography by Dick Richards.
The 60-second excitement, Polaroid 1968

How would Norman Rockwell do this?

At thirteen years old, Richards was known by friends as a shutter-bug, since he was rarely seen without a camera. At that time, he showed the cover of a Saturday Evening Post to his Aunt. Richards was surprised to learn that the cover was not a photograph, but an illustration by Norman Rockwell. From that day, Richards’ pursuit became to translate Rockwell’s vision of America into his own photography. 


With every assignment throughout his career, Richards always asked himself, “How would Norman Rockwell do this?”


Dick Richards photographed 'The 60-second excitement' ad for Polaroid

Years later, Richards photographed an ad for Polaroid. Dr. Land, the inventor of Polaroid, told Richards that Rockwell himself thought the ad — which included Nuns showing cameras to children — was exceptional. 


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