Beautiful B&W commercial for Leica by Vetor Zero

 

Author Notes

Google translation (original portuguese below):

Composed of a film and three radio spots, the campaign will be broadcast in Brazil, France and Germany, praising the monochrome universe and proposing that the consumer be free of colors to eternalize with poetry any scene. 
 
Mateus de Paula Santos and Fábio Acorsi, from Lobo, sign the scene direction of the animation in black and white and make various graphic comparisons with the universe of photography. The texts for the B & W, Future and Colorful ads released last year now have their own voice in the performance of Gabriel Spinosa (Portuguese) and Toby Ricketts (English), with production of the Audio Satellite. 
 
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 the photographic record, but also conceptually, by the relevance of the brand in the consecration of languages such as photojournalism. This approach led to the choice of basic geometric shapes, such as the circle (square) and the square (pixel), as the matrix of the graphical interpretations of each paragraph of the movie text. " 

In the first part of the film, which discusses the formal stiffness of colors, minimalistic animations were created digitally executed in the computer, and, in the second moment, the anarchic liberation that the PB allows. The animations were made using analog methods such as projection and stop motion, photographed and shot with M-Monochrom itself and thus printing real textures in the images. By the relevance of the brand in the consecration of languages such as photojournalism. This approach led to the choice of basic geometric shapes, such as the circle (square) and the square (pixel), as the matrix of the graphical interpretations of each paragraph of the movie text. " In the first part of the film, which discusses the formal stiffness of colors, minimalistic animations were created digitally executed in the computer, and, in the second moment, the anarchic liberation that the PB allows. The animations were made using analog methods such as projection and stop motion, photographed and shot with M-Monochrom itself and thus printing real textures in the images. By the relevance of the brand in the consecration of languages such as photojournalism. This approach led to the choice of basic geometric shapes, such as the circle (square) and the square (pixel), as the matrix of the graphical interpretations of each paragraph of the movie text. " In the first part of the film, which discusses the formal stiffness of colors, minimalistic animations were created digitally executed in the computer, and, in the second moment, the anarchic liberation that the PB allows. The animations were made using analog methods such as projection and stop motion, photographed and shot with M-Monochrom itself and thus printing real textures in the images. As arrays of the graphical interpretations of each paragraph of the text of the film ". In the first part of the film, which discusses the formal stiffness of colors, minimalistic animations were created digitally executed in the computer, and, in the second moment, the anarchic liberation that the PB allows. The animations were made using analog methods such as projection and stop motion, photographed and shot with M-Monochrom itself and thus printing real textures in the images. As arrays of the graphical interpretations of each paragraph of the text of the film ". In the first part of the film, which discusses the formal stiffness of colors, minimalistic animations were created digitally executed in the computer, and, in the second moment, the anarchic liberation that the PB allows. The animations were made using analog methods such as projection and stop motion, photographed and shot with M-Monochrom itself and thus printing real textures in the images.

 

DESCRIÇÃO

Composta por um filme e três spots de rádio, a campanha será veiculada no Brasil, França e Alemanha, enaltecendo o universo monocromático e propondo que o consumidor se liberte das cores para eternizar com poesia qualquer cena.
 
Mateus de Paula Santos e Fábio Acorsi, da Lobo, assinam a direção de cena da animação todinha em preto e branco e que faz diversas comparações gráficas com o universo da fotografia. Os textos dos anúncios B&W, Future e Colorful veiculados no ano passado, agora ganham voz própria na interpretação de Gabriel Spinosa (português) e Toby Ricketts (inglês), com produção da Satélite Áudio.
 
Segundo os diretores: “A natureza singular da Leica Monochrom nos fez mergulhar no universo da fotografia como um todo. Não só tecnicamente, traduzindo os processos analógicos e digitais do registro fotográfico, mas também conceitualmente, pela relevância da marca na consagração de linguagens como o fotojornalismo. Essa abordagem levou à escolha de formas geométricas básicas, como o círculo (retícula) e o quadrado (pixel), como matrizes das interpretações gráficas de cada parágrafo do texto do filme”.

Na primeira parte do filme, que discorre sobre a rigidez formal das cores, foram criadas animações minimalistas executadas digitalmente, no computador, e, no segundo momento, da libertação anárquica que o PB permite. As animações foram feitas usando métodos analógicos como a projeção e o stop motion, fotografados e filmados com a própria M-Monochrom e, assim, imprimindo texturas reais nas imagens.

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