Linna Xu won the Packaging category of ADAA 2010 with her inspiring package design for Ilford film. The reusable packaging of the film functions as a pinhole camera, which provides individuals with a way of exploring analog photography without the cost of having to buy an old medium format 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.