F/Nazca Saatchi & Saatchi Restages Classic Photos for Leica

By Patrick Coffee 

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.

Credits below.

AGENCY: F/Nazca Saatchi & Saatchi
CATEGORY: Film
CLIENT: Leica Gallery São Paulo
TITLE: 100

EXECUTIVE CREATIVE DIRECTOR: Fabio Fernandes | Eduardo Lima

HEAD OF ART: João Linneu

CREATIVES: Bruno Oppido | Romero Cavalcanti | Thiago Carvalho | João Linneu

AGENCY PRODUCER: Victor Alloza
ACCOUNT MANAGEMENT: Marcello Penna | Melanie Zmetek
MEDIA: Fábio Freitas | Gabriela Guedes
PLANNING: José Porto | Guilherme Pasculli
PRODUCTION COMPANY: Stink
DIRECTION: Jones+Tino

PRODUCER DESIGNERDaniela Calcagno

DIRECTOR OF PHOTOGRAPHY (D.O.P):  Bjorn Charpentier

EXECUTIVE PRODUCER: Cecília Salguero | Maria Zanocchi

EDITOR: Jones+Tino | Danilo Abraham
LINE PRODUCER: Victoria Martinez

1AD: Santiago Turell

LOCATION MANAGER: Lucia Sánchez

PRODUCER DESIGNER: Daniela Calcagno

STYLIST: Alejandra Rosasco

POSTPRODUCTION: Casablanca Effects

SOUND STUDIO: Satélite Áudio
PRODUCTION: Equipe Satélite

MAESTRO: Equipe Satélite

ACCOUNT MANAGEMENT: Fernanda Costa | Marina Castilho

VOICEOVER: Nick Brimble
CLIENT APPROVAL: Luiz Marinho | Anna Silveira

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