A new stunning Leica “100” advertisement, relating to the Leica 100 year centennial and opening of the Leica Gallery in São Paulo, Brazil. It recreates 35 historic photos – even when Leica wasn’t there – and it’s extremely well done – a must-see at any rate! Their statement:
“100 years ago something changed dramatically the course of photography. The first leica was born. Of course you could say, “Hey some of these photos weren’t taken with a Leica at all!” But I must gently disagree with you. Leica took the camera out of the studio and placed it into real life. Images à la sauvette. Snapshots. We were able to see, to feel, to smell thousands of moments. It became an extension of the eye of the photographer. Joy, pain, ordinary things, fear, losers, winners, misery. War from inside. One image contaminating the others. Metastasis. The most iconic images in history, even the ones that weren’t taken with a Leica, were taken “because” of a Leica. We didn’t invent photography. But we invented… photography.”
Credits
Client: Leica Gallery São Paulo
Agency: F/Nazca Saatchi & Saatchi (link is external)
Spot: “100”
Product: Leica Institucional
Executive Creative Director: Fabio Fernandes | Eduardo Lima
Head of Art: João Linneu
Creatives: Bruno Oppido | Romero Cavalcanti | Thiago Carvalho | João Linneu
Agency Producer: Victor Alloza
Account Management: Marcello Penna | Melanie Zmetek
Media: Fábio Freitas | Gabriela Guedes
Planning: José Porto | Guilherme Pasculli
Production Company: Stink
Direction: Jones+Tino
Producer Designer: Daniela Calcagno
Director of Photography (DOP): Bjorn Charpentier
Executive Producer: Cecília Salguero | Maria Zanocchi
Editor: Jones+Tino | Danilo Abraham
Line Producer: Victoria Martinez
1ad: Santiago Turell
Location Manager: Lucia Sánchez
Producer Designer: Daniela Calcagno
Stylist: Alejandra Rosasco
Postproduction: Casablanca Effects
Sound Studio: Satélite Áudio
Production: Equipe Satélite
Maestro: Equipe Satélite
Account Management: Fernanda Costa | Marina Castilho
Voiceover: Nick Brimble
Client Approval: Luiz Marinho | Anna Silveira
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