Post pobrano z: Leica Free Yourself from Colors

Leica is running “Free Yourself from Colors” (Liberte-se das cores), an advertising campaign promoting the LeicaM-Monochrom (Typ 246), a digital camera that only takes black & white photos. The Leica Free Yourself from Colors film and three radio spots, aired in Brazil, France and Germany, exalt the monochrome universe, proposing that consumers break free from colors to eternalize any scene with poetry. “Nothing is more colorful than black and white. Blood red. Green grass. Blue water. In the colored world there is no space for dreams, or reverie. The colors order. The eyes obey. A serious and predictable cell with silver guards. Imagination’s death row. The black and white world is anarchistic. In it, norms exist only for those who decide to invent them. Black becomes orange, maroon, and purple. White turns yellow or lilac. Black and white is all the colors. Whichever inspiration decides. In the prison of colors, black and white is the sunbath. LeicaM-Monochrom. Free yourself from colors.”

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.

Leica Free Yourself from Colors Credits

The Leica Free Yourself from Colours campaign was developed at F/Nazca Saatchi & Saatchi, Sao Paulo, by executive creative director Fabio Fernandes, creative directors Pedro Prado and Rodrigo Castellari, account managers Saulo Sanchez and Gabriela Marques, media team Maurício Almeida and Edison Tamashiro, senior producer Fernanda Sousa, account planner Rafael Paes, agency producer Victor Alloza, and Elucieli Nascimento, working with Leica Gallery São Paulo manager Luiz Marinho.

Filming was shot by directors Mateus de Paula Santos and Fábio Acorsi via Lobo, with designers/animators Bruno Ferrari, Fabiano Broki, Fábio Acorsi and Felipe Frazão, art director Fabiano Broki, photographer Andreia de Marchi, executive producers Alberto Lopes and Sérgio Salles, account manager Márcia Guimarães.

Sound was produced at Satelite Audio with account team Fernanda Costa and Tatiane Dias Ferreira. Voiceover is by Toby Ricketts (English) and Gabriel Spinosa (Portuguese).

Post pobrano z: Samsung Ostrich tries Galaxy S8 Flight Simulator

Samsung is promoting the release of the new Samsung Galaxy S8 Gear VR headset with a commercial featuring an ambitious ostrich with a hankering for flight. The ostrich steps into a front porch to check out breakfast leftovers and accidentally pokes its head into the headset. The African plains are replaced with the clouds of a flight simulator. To the sounds of Elton John’s track, “Rocket Man”, the ostrich trains for what is impossible, lift off, much to the bemusement of the rest of the flock. However all comes together, with the super, “We make what can’t be made so you can do what can’t be done” and the tagline, “#Dowhatyoucant”.

Samsung Ostrich Credits

The Samsung Ostrich campaign was developed at Leo Burnett Chicago by global chief creative officer Mark Tutssel, US chief creative officer Britt Nolan, creative directors Colin Selikow and Vince Cook, associate creative directors Chris Walker and Alan Shen, director of music Chris Clark, assistant music producer Alec Stern, executive producer Matt Blitz, global business lead Radim Svoboda, global account director Ashley Beam, global account supervisor Huy Ngo, global account executive Emily Smith, global strategy director Kara Yang, global strategy director Chris Bridgland, talent manager Mike Hurley, senior business manager Rhonda Senase-Thome, working with Samsung global marketing for IT and Mobile Division Younghee Lee, Global Head of Integrated Marketing Pio Schunker, Global Partnership Manager Daniel Taehyun Kim Global Partnership Assistant Manager Alison Daeun Han.

Filming was shot by director Matthijs Van Heijningen via MJZ.

Editor was Jono Griffith at Work Editorial.

Visual effects were produced at MPC by VFX executive producer Karen Anderson, producers Nicole Saccardi, Tomek Zietkiewicz, Sophie Lebreton, and Neela Kumuda Parankusham, previs team Jeremie Abrial and Xavier Zahrra, coordinator Dori Sharvit, creative directors Michael Gregory and Diarmid Harrison Murray, colorist Mark Gethin, color executive producer Meghan Lang, color producer Rebecca Boorsma, associate color producer Elyse Robinson.