Leica takes a page from the Apple playbook to good effect – and does them one better.
Who would ever think to put the words “Leica” and “chutzpah” in the same sentence? Well, I guess that would be…me.
But it’s not a criticism so much as grudging admiration for the German manufacturer’s candid willingness to co-opt and interpret iconic images – some of which weren’t even shot with their own products — all in service of burnishing their brand’s reputation.
And doing so by shamelessly copying Apple’s look and feel in a video, for Pete’s sake!
Still, I got goose bumps watching it.
The choices were impeccable (including, among many others, Leon Feininger’s self portrait which did indeed — in the original — use a Leica; Joe Rosenthal’s “Raising the Flag on Iwo Jima;” Dorothea Lange’s “Migrant Mother;” Alfred Eisenstat’s “V-J day in Times Square;” Diane Arbus' “Twins;” and Cartier-Bresson’s “Derrière la gare Saint-Lazare”).
I am actually grateful that someone brought them back into popular culture, even re-imagined.
And the video is great, too.
Made me a fan boy of Leica again, if only for a moment.
After all, the first 35mm camera I ever held in my hands was my mother’s Leica IIIa, the consequences of which can still be felt, 50 years later, all the way up to the period at the end of this sentence.
Leica Celebrates 100 Years by Recreating 35 Famous Images
When it comes to photography, almost no one disputes that Leica has had an impact on its history. And to celebrate their centennial anniversary, the Leica Gallery in Sao Paulo released a beautiful video recreating 35 of the most famous images ever shot. It pays homage to Magnum’s Founder Bresson amongst many other photographers that helped to define the genre and push future photographers even further.
In the video, they state that not every famous photo was taken with a Leica, but that they invented “photography.” By that they partially mean that they helped to move photography out of the studios and into the streets and real life–which is indeed true. Leica cameras helped many photographers build the foundations of photojournalism.
The video is after the jump: but before you view it we’d like to warn you that a brief couple of seconds are NSFW.
Watch the video and read full article at Phoblographer “Leica Celebrates 100 Years by Recreating 35 Famous Images”
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(cover photo credit: snap from Phoblographer)
And always with the ambition of authenticity, humanity and wit.
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