Leica Store São Paulo Captures the Soul of Photography

São Paulo - The first Leica Store São Paulo film has been created by F/Nazca Saatchi & Saatchi, and presents to the Brazilian market the M-Monochrom, Leica's digital camera that only shoots in black and white.

The film, shot in black and white and narrated in German as an homage to the birthplace of Leica, gives a fleeting glimpse of the lives of a war photojournalist and his lover in 1955.  Told from the POV of the photographer's trusty Leica III, the story follows him to a conflict where his attraction to photographing the frontline proves fatal. His camera meets a similar end, however 58 years later it is reincarnated as the Leica M-Monochrom.

Directed by Vellas from Sentimental Filme, the film's Photography Direction is by André Faccioli.

Although one Leica model has been chosen for the campaign, the concept of the film represents the ethos of the brand itself when claiming "Every Leica has a soul".

According to F/Nazca Saatchi & Saatchi's Creative Director Eduardo Lima, "Every frame of this film was thought to be a photograph. The reinterpretation of the facts through the camera's point of view gives life to an inanimate object, capturing the soul of photography."

All the images were produced in four days of filming and no archive images were used. In the end, the film lives up to the expectation of taking photographs with a Leica: a soulful process that creates a real masterpiece.


 F/Nazca Saatchi & Saatchi
: Leica Store São Paulo
: "Soul"
 Leica M-Monochrom

 Fabio Fernandes | Eduardo Lima
CREATION: Bruno Oppido | Thiago Carvalho | João Linneu
: João Linneu
 Victor Alloza
ACCOUNT SUPERVISOR: Marcello Penna | Melanie Zmetek
 Lica Bueno | Sergio Brotto
PLANNER: José Porto | Rafael Paes

Sentimental Filme
Talles Martins
Satélite Áudio
Equipe Satélite
Christine Behm


FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018


Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer


Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018


Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments


Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account


Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business


Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…