São Paulo - The film "100", a production that honors the 100th anniversary of the first Leica camera and the opening of Leica Gallery São Paulo in November, premiered this week. Created by F/Nazca Saatchi & Saatchi, the commercial is the first of a series of initiatives to celebrate the date in Brazil.
The two minute film highlights the influence of the German brand which, through its cameras, helped move photography from the studios and bring it into real life, expanding the universe for photographers and forever changing the relationship of mankind with this form of art.
In order to convey all of the effects of this influence, the film shows more than 35 famous photographic records that represent the history of photography: it acts as a recollection of spontaneous images that were captured on camera and sensitized the world. Scene direction is signed by Jones + Tino, from Stink.