Mutiny in monochrome

04.04.2017 Leica : Advertising : Photography
Free Yourself From Colour by Leica and Saatchi & Saatchi, São Paulo

São Paulo – Leica has released a monochromatic campaign to promote its new Monochrom camera.

  • Created by Saatchi & Saatchi, the film invites consumers to embrace a world without colour
  • The film is inspired by analogue and digital photography processes

Free Yourself From Colour comprises a series of black and white graphic animations accompanied by an otherworldly soundtrack. The narrator champions the anarchistic nature of the monochrome aesthetic, ‘where norms exist only for those who decide to invent them’.

‘The unique nature of the Leica Monochrom made us delve into the universe of photography as a whole,’ explain directors Mateus de Paula Santos and Fábio Acorsi. ‘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.’

Minimal digital animations materialise during the first part of the film, which examines the rigid nature of colour, while the second part uses stop-motion and projection photographed and shot using the Leica Monochrom to reflect the aesthetic’s anarchistic undertones.

The Big Picture

Brands are creating designs that reference lunar activities and science to develop a strong visual identity. To find out more, read our Lunar Grace design direction.

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