Famed designers Charles and Ray Eames produced a number of short films between 1950 and 1982, many of which highlighted emerging technology and products that displayed brilliant form + function. One such video is their 10-minute 1972 video advertisement for the Polaroid SX-70 Land Camera, itself a marvelous piece of design history.

The camera, designed by Polaroid founder Edwin Land, sported an undeniably stylish folding body and unique interior features that have made it a favorite amongst photographers since its introduction. It was the first instant SLR camera, and its complex inner workings were completely revolutionary for their time.

As Cool Hunting pointed out, the 10-minute-long Eames film hearkens back to an age when people took the time to learn how things work. What may seem like a very long advertisement by today’s standards is actually a wonderfully executed examination of an emerging technology that happens to be extremely attractive as well. Retro technology doesn’t get much better than a stunningly beautiful gadget being explained and