This innovative design by Linna Xu won an award for its creativity in the Packaging category of the ADAA awards. The design was created for a package design for Ilford film. The recyclable packaging of the film doubles as a pinhole camera. This means that when you buy their cameras, you are essentially getting two-in-one. This very useful packaging is great because now users can find and explore their way around analog photography without having to buy an older formatted camera.
Linna Xu created the package so that users would also be re-introduced to the idea and manner that is quite unlike the fast-paced world of digital imaging technologies. The pinhole camera is an ancient practice and it represents the most basic form of photography. The point of creating such a camera for any photographer is to teach those the fundamentals and the basic processes of the art of photography.