Wake The Town
Gear Seven/Arc Studios/Shift
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

New Leica Spot by F/Nazca Saatchi & Saatchi Celebrates Black & White Photography


To promote their new digital black and white only camera a film and three radio spots will be aired in Brazil, France and Germany

New Leica Spot by F/Nazca Saatchi & Saatchi Celebrates Black & White Photography
A new campaign created by F/Nazca Saatchi & Saatchi will be launched in April for the Leica M-Monochrom (Typ 246), a digital camera that only takes black & white photos.

Composed of a film and three radio spots, the campaign will be aired in Brazil, France and Germany, exalting the monochrome universe, proposing that consumers break free from colors to eternalise any scene with poetry.

Mateus de Paula Santos and Fábio Acorsi, from Lobo, are responsible for scene direction of the black & white animation, which makes several graphic comparisons with the photography universe. Copies in the B&W, Future, and Colorful ads aired last year now have their own voice through the interpretation of Toby Ricketts, and production by Satellite Audio.

According to the directors: "The unique nature of Leica Monochrom made us delve into the universe of photography as a whole. Not only technically, translating the analogical and digital processes of photography, but also conceptually, given the brand's relevance for the success of languages such as photojournalism. This approach led to the selection of basic geometric shapes, such as the circle (reticule) and the square (pixel), as the matrices of the graphic interpretations of each paragraph of the film's copy."

In the first part of the film, which discusses the formal rigidity of Colors, minimalistic animations were created digitally, on the computer, and in the second part, the anarchistic liberation enabled by Black & White, the animations were made using analog methods such as projection and stop-motion, photographed and shot using M-Monochrom itself and thus providing real textures to the images.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world., Wed, 29 Mar 2017 16:47:30 GMT