Emily Shur's Polaroid Test Shots Reveal Early 2000s Celebrity Culture
A magazine photographer's technical throwaways, marked "BRIGHTER" and "MATCH" for the lab, captured what the glossy finals couldn't.
312 words · 1 min read
Emily Shur's IKEA drawers in Los Angeles hold a cache of Polaroids from 2002 to 2009, the years she shot celebrities for GQ, Spin, Rolling Stone, and Entertainment Weekly. They weren't art. They were technical references: test exposures from her 4×5 large-format camera, annotated with lab instructions, one step in the pre-digital magazine workflow before the film went out for development.
The workflow began with what Shur called "a million light-meter readings," then Polaroids as quick checks marked with directions for the lab technicians. Studio photographers used Polaroid test shots to verify exposure and lighting before digital cameras made instant playback standard. Shur would compose, mount the Polaroid back, shoot, wait sixty seconds, check, adjust, shoot again, then swap to the real film back for the final image that would run in the magazine.
The Polaroids caught what the finals missed. "Oh, it's just a Polaroid," subjects would say. Movie stars and rappers and a boy-faced Mark Zuckerberg went slack between the technical prep and the real shoot, unguarded in moments that weren't supposed to count.
The archive runs from Polaroid Corporation's 2001 bankruptcy through the industry's digital transition. Shur, who told The Photographic Journal in 2014 that moving from large-format film shooting to digital "was not a smooth transition," was working in the last years of a specific technological moment. The kooky props, candy-bright flowers, stars in bathtubs with corded landlines: the "self-conscious whimsy" of early 2000s celebrity photography marks a distinct aesthetic era, before Instagram let celebrities curate their own images.
Shur kept the Polaroids because they were "one of a kind" and "the color palette is so specific." Her work now sits in the Whitney Museum's permanent collection; she's published two monographs and moved on to personal projects documenting Los Angeles neighborhoods. The test shots remain in their drawers, marked BRIGHTER and MATCH for technicians who no longer exist.