A new campaign created by F/Nazca Saatchi & Saatchi will be launched in April for the LeicaM-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 eternalize 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.