Rediscovering the magic of analog: Insights from the Retro Imaging Panel at Visual 1st

At a time when smartphone cameras dominate daily life, a growing movement among photographers and consumers is embracing analog experiences and tangible imagery. The recent Enduring appeal of Retro panel, moderated by Hans Hartman, co-chair, and Alexis Gerard, co-chair, brought together industry leaders from Ricoh Imaging, Fujifilm North America, Artifact Uprising, and Google’s Snapseed team to explore the enduring appeal of film, print, and “retro” tools in a digital world.

Ken Curry, president of Ricoh Imaging North America, opened the discussion by introducing the Pentax 17, the first new film camera from the brand in over two decades. The half-frame model was designed from the ground up to capture the tactile, intentional process that digital photography has nearly erased. “We didn’t know what would happen,” Curry admitted. “But the analog market was growing so fast—even Kodak reopened a plant to produce more film.”

Curry emphasized the Pentax 17 combines the craftsmanship of classic rangefinder and SLR cameras with a simplified interface aimed at newcomers. “It’s halfway between full manual and full automatic,” he explained. “You still have to load and unload film, but it’s approachable.” The half-frame format was also a practical choice, effectively doubling the number of exposures per roll while aligning with Gen Z’s familiarity with vertical framing.

Beyond nostalgia, Curry argued, film gives photographers a renewed sense of agency. “People want to say, ‘I took this picture,’ not ‘my camera did,’” he said. “It’s about participation and process.”

Ashley Reeder Morgan, vice president of consumer marketing at Fujifilm North America, shared insights from the brand’s runaway success with Instax, which has surpassed 100 million units sold since 1998. Instax’s core appeal, she said, lies in generosity and presence. “Even though Gen Z is more connected than ever, they’re also more emotionally disconnected,” Morgan explained. “Instax offers something to hold onto—a proof of real connection.”

Fujifilm’s research found three recurring themes among young users: They value experiences that are nostalgic, unfiltered, and tangible. Through ethnographic studies in New York, the company observed how teens used disposable cameras differently from smartphones. “With phones, they wanted to post and share immediately. With film, they were in the moment. The surprise of seeing prints later was part of the magic.”

While the Instax lineup remains rooted in analog prints, Fujifilm continues to integrate digital features such as filters and hybrid models that add creative flexibility. “It’s not digital versus analog,” Morgan said. “It’s a larger ecosystem of tools for expression.”

Anna Westerholm, chief experience officer at Artifact Uprising, described how the Denver-based print company emerged from a desire to make digital memories tangible again. “Everything was living in a digital experience,” she said. “We wanted to bring back the physical.”

The company’s photo books, holiday cards, and new “junk book” scrapbooks—embraced by Gen Z as a revival of analog journaling—reflect a shift toward authenticity and imperfection. “People want connection and permanence,” Westerholm noted. “When you touch and feel something, it becomes lasting in a way a scroll on your phone never can.”

Representing the classic digital experience, Giles Ochs, product manager for Google’s Snapseed, acknowledged the once-beloved editing app had gone five years without an update before its recent relaunch. Despite the dormancy, it retained more than 50 million monthly active users, proof of its enduring appeal.

Ochs said the new Snapseed team aims to preserve its photographer-first ethos while introducing modern features like film emulations, HSL adjustments, and batch editing. “Our users want control,” he said. “They reject the one-touch perfection of smartphones. Gen Z especially is reacting against that hyper-HDR look—they crave the appearance of authenticity.”

He added that this generation’s obsession with personal aesthetics and “eras” aligns perfectly with Snapseed’s customizable editing tools. “They’re building their brand through images, and we want to help them do it with intention.”

Across the panel, a common thread emerged: Authenticity, connection, and creativity are driving the analog resurgence. Whether through film, prints, or carefully edited digital photos, younger generations are rediscovering the joy of slowing down and making something tangible.

Curry stated, “There’s patience involved. You load the film, you wait for the results, and that delay becomes part of the reward.” Or as Morgan put it, “Analog and digital don’t compete—they complete each other.”