Leica: Everything in Black & White

Leica and F/Nazca Saatchi & Saatchi encourage photographers to free themselves from colour with a majestic monochrome animated ad.

The spot, directed by Mateus de Paula Santos and Fábio Acorsi of LOBO, has a voiceover talking about the benefits of black and white over colour, while a selection of mesmerising patterns based on the working of camera play. While colour is controlled, black and white is anarchic, the ad says, because the colours can be imagined by the person watching a film or looking at a photograph.

According to the directors, "the unique nature of Leica Monochrom made us delve into the universe of photography as a whole...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."

The commercial has been created to promote the camera brand's new Leica M - Monochrom device, which only takes black and white photographs.

If you loved this ad, click here to see another great abstract animated ad inspired by pixels from F/Nazca Saatchi & Saatchi.