Leica Soul Reincarnated

Leica Store in São Paulo promoted the Leica M-Monochrom camera with an integrated advertising campaign connecting the M-Monochrom as the reincarnation of the Leica III of the past. At the heart of the campaign is “Soul” (Alma), a black and white television commercial following the life of a war photojournalist’s camera in 1955. Narrated in German, as a tribute to the German origins of Leica, the film shows the photographer and his lover from the camera’s point of view, coming to an end with the explosion of a land mine. The campaign includes posters and visual imagery on the Leica Store Facebook page at monochrom.com.br. The Soul commercial has been nominated for Yellow Pencils for film direction and cinematography at the D&AD Awards.

Leica Soul Lover

Leica Soul Glasses
Leica Soul Landmine
Leica Soul Cigar
Leica Reincarnation Poster
Leica Soul Invitation
Leica Reincarnation Facebook

Leica Soul Credits

The Soul campaign was developed at F/Nazca Saatchi & Saatchi by creative directors Fabio Fernandes and Eduardo Lima, creatives Bruno Oppido, Thiago Carvalho and João Linneu, head of art João Linneu, RTVC Victor Alloza, account supervisors Marcello Penna and Melanie Zmetek, media planners Lica Bueno and Sergio Brotto, planners José Porto and Rafael Paes, with Leica Store Sao Paulo marketing director Luiz Marinho.

Filming was shot by director Vellas via Sentimental Filmes with director of photography André Faccioli, editor Talles Martins. Telecine was produced at Sindicato.

Sound was produced at Satélite Áudio by Equipe Satélite. Voiceover was by Christine Behm.