Here’s the second high-minded short film promoting a camera company that we’ve received today.
This one, created by Saatchi & Saatchi’s Brazilian wing F/Nazca, hypes camera maker Leica on its 100th anniversary by recasting some of the past century’s most memorable images and suggesting that they wouldn’t have come to be if not for the innovations sparked by that company.
Key line: “We didn’t invent photography…but we invented PHOTOGRAPHY” (emphasis ours).
It’s a bold claim backed up by an elaborate restaging of 35 “iconic” photos. We didn’t recognize all of them (which is shameful because we majored in studio art), but Eddie Adams’ “Saigon Execution” and a few more obvious entries like the John/Yoko portrait do stand out. Something tells us our readers will score better on the unofficial quiz.
The specific purpose of the film is to promote the brand’s store/gallery in Sao Paulo, but not its new “brilliant, crazy camera you cannot afford.”