Check out todays AdLab from Leica, celebrating their 100 year centennial with some beautiful words and imagery filmgood.sm/en/leica-one-hundred/ Directed by Jones+Tino (Stink Sao Paolo) To celebrate the centennial of the first Leica camera and also the opening of the Leica gallery in San Paolo, agency F/Nazca Saatchi & Saatchi (Sao Paolo) has created an emotive spot that recalls iconic photographs of the 20th century. “Even the ones that weren’t taken with a Leica were taken because of the Leica” underlines the role of the Leica in taking the camera out of the photographic studio and into the street to record real life. The narrative approach is similar to the previous spot Soul (see LO STORYTELLING of 24 June), where the director recreated only the context of Robert Capa’s best known photos, all of them taken with the Leica III. Soul won the 2013 Cannes Gold Lion 2013 for cinematography in Film Craft and a Silver Lion in the category Retail Stores. In One Hundred, though, the Brazilian directing duo Jones+Tino – Ricardo Jones and Airton Carmignani – go a little further and recreate the spirit, if not the details, of the photographs that depict the soul of the 20th century. As if to avoid the accusation of presumption in celebrating the tool rather than the artistic minds behind it – among whom are Dorothy Lange, Robert Doisneau, Elliott Erwitt, Diane Arbus and Annie Leibovitz – the film immerses itself in creatively revisiting the photographic masterpieces, at times unexpectedly fusing more than one, such as the first man on the moon and ‘Raising the Flag on Iwo Jima’. The copy mentions the famous monograph Images è la Sauvette (The Decisive Moment, 1952) of the best work of Henri Cartier-Bresson, the great photographer who used exclusively the Leica Rangefinder with just one lens, the 50mm. https://youtube/watch?v=DMkQQSt6d8s
Posted on: Tue, 07 Oct 2014 09:54:54 +0000
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