LEGENDS
A Leica doesn’t just capture images, it captures what can’t be explained. Feelings, emotions, moments that live in the subconscious. That’s where the magic happens.
This campaign brings iconic Leica photographs to life through a stream-of-consciousness narrative, celebrating the stories and emotions behind each frame.
We created this as part of a workshop at Leica’s offices, where we were invited to show the kind of creative thinking we could bring to the table. I worked on the concept and execution alongside my ECD and CD.
Agency: Serviceplan Middle East • ECDs: Moe Jawhar • CD: Kazuko Yokoe • Art Director: Cristiano Signore
LEGENDS
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ACTIVATING EXHIBITION
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LEGENDS • ACTIVATING EXHIBITION •
A sensory experience that captures and conveys the ‘inexplicable’ magic that legendary Leica shots possess through:
Sound • Visual effects • Smell • Haptic
A single dark installation room that presents one case/photo. From the outside, it’s black without any sign or inscription about its purpose or what’s happening inside.
Once you step inside, you will discover an all-sensory installation – a combination of sound, visual/video effects/smell related to a legendary Leica shot – playing on loop. It will culminate with the legendary Leica shot itself before it starts playing again.
Introducing, the Darkroom.
This sensory experience is presented in a dark room cube-style exhibition that can be implemented on the street, in shopping malls, and areas – wherever our target group is. The cube can be used as single activations – one room in an unexpected area. Or in combination with other rooms (showcasing other legendary Leica shots) forming a bigger roadshow-style exhibition that can go around the world.
Example: The Napalm Girl Room
Sound:
The rattling sound of helicopter rotor blades, jet fighter sound, ambient sound of a jungle, children chatting and laughing (Vietnamese language), explosive sound of bombs being dropped, gunfire, ambient sound of fire, children crying and screaming, ambient sound of American soldiers talking on walkie talkies.
Vision:
Jungle (bright colours), rural streets and houses in Vietnam, jet fighters in the air (black and white), American soldiers during Vietnam war, Vietnamese press photographers
Smell:
Smell of burning wood
Haptic:
Temperature rising
The installation loop ends with the famous Napalm Girl photo and photo credits.
