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.


Credits:

AGENCY:
 F/Nazca Saatchi & Saatchi
CLIENT
: Leica Store São Paulo
TITLE
: "Soul"
PRODUCT:
 Leica M-Monochrom

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

PRODUCTION COMPANY: 
Sentimental Filme
DIRECTOR: Vellas
PHOTOGRAPHY DIRECTOR: André Faccioli
EDITOR: 
Talles Martins
FINISHER: 
Sindicato
SOUND PRODUCER: 
Satélite Áudio
PRODUCER: 
Equipe Satélite
VOICE-OVER:
Christine Behm

CLIENT APPROVAL: Luiz Marinho


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