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Leica “Soul” 2013

Leica “Soul” (2013) is a Leica commercial directed by Vellas for F/Nazca Saatchi & Saatchi, produced by Sentimental Filme. It won 16 awards, including Cannes Lions 2013 Film Craft Gold, D&AD 2013 Film Advertising Crafts: Cinematography for Film Advertising Yellow Pencil and Clio 2013 Gold — Film Technique / Cinematography.

This ad showcases the Leica Q2 Monochrom camera through a series of black and white photographs and testimonials from renowned photographers, emphasizing the camera's ability to capture the soul of photography.

Video: Leica Camera on YouTube

Shot by shot

  1. A man with a beard and glasses stands in a narrow alleyway, wearing a coat and a cap, looking to the right.© Leica0:00
  2. A young man in a black beanie and vest leans against a brick wall as an older man in a flat cap photographs him in an urban setting.© Leica0:04
  3. A blonde woman with hair covering her face talks to a man in a flat cap and glasses, both in soft focus, with text overlay.© Leica0:07
  4. A determined Black woman with braided hair, wearing a tank top, does push-ups on the ground in an urban setting, looking intensely at the camera.© Leica0:11
  5. A close-up shot of a black Leica Monochrom camera, with the word "MONOCHROM" visible on its top plate.© Leica0:25
  6. A lone person stands on an escalator in a modern, circular building with a geometric glass ceiling, captured in black and white.© Leica0:32
  7. A woman with long dark hair, wearing a fur vest, looks down intently at a black camera she holds in her hands, in an interior setting.© Leica0:43
  8. A woman in jeans and a dark top opens an old wooden box on the floor, while a golden retriever dog watches intently beside her in a cozy room.© Leica0:46
  9. A close-up shot of a black Leica camera lens and body, with "MACRO" and "MONOCHROM" text visible on the camera.© Leica1:02
  10. A man in a black cap and jacket sits on a train, holding a camera and looking out the window as the train moves.© Leica1:04
  11. A man in a black cap and jacket holds a camera to his eye, reflected in a window, taking a photo.© Leica1:16
  12. A man with a beard and glasses is shown in a close-up shot, looking down, in an interior setting.© Leica1:26

Stills © Leica. Made by F/Nazca Saatchi & Saatchi, Sentimental Filme and Vellas.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Black and white photography captures the soul, emotions, and graphical aspects of life.

artist's journeyexpert testimonialproduct as museurban explorationartistic expressioncontrast and shadow

The cut

Length
97 s
Shots
50
Average shot
1.9 s

What creatives use Leica “Soul” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Leica “Soul”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man with a beard and glasses stands in a narrow alleyway, wearing a coat and a cap, looking to the right.© LeicaA young man in a black beanie and vest leans against a brick wall as an older man in a flat cap photographs him in an urban setting.© LeicaA blonde woman with hair covering her face talks to a man in a flat cap and glasses, both in soft focus, with text overlay.© LeicaA determined Black woman with braided hair, wearing a tank top, does push-ups on the ground in an urban setting, looking intensely at the camera.© Leica
    Frames from Leica “Soul”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Leica “Soul” in order, with its length, framing and what happens in it.

    A man with a beard and glasses stands in a narrow alleyway, wearing a coat and a cap, looking to the right.© LeicaA young man in a black beanie and vest leans against a brick wall as an older man in a flat cap photographs him in an urban setting.© LeicaA blonde woman with hair covering her face talks to a man in a flat cap and glasses, both in soft focus, with text overlay.© LeicaA determined Black woman with braided hair, wearing a tank top, does push-ups on the ground in an urban setting, looking intensely at the camera.© LeicaA close-up shot of a black Leica Monochrom camera, with the word "MONOCHROM" visible on its top plate.© LeicaA lone person stands on an escalator in a modern, circular building with a geometric glass ceiling, captured in black and white.© Leica
    Length: 97 s · Shots: 50 · Average shot: 1.9 s

  3. 03Ad ideas: every spot built on a artist's journey

    Before you present an idea, you need to know who has done it, and how.

    Leica “Soul” is built on a artist's journey. Search the library by idea to see every spot that uses it.

    M-Monochrom “Alma”© M-MonochromApple “Behind the Music. Behind the Mac”© AppleMeta “We The Culture – Kemba”© MetaHewlett-Packard “Envy X2 - Nightfury”© Hewlett-Packard
    M-Monochrom · Apple · Meta · Hewlett-Packard

More commercials by Vellas

  • Budweiser "Placar" (2021) commercial still© BudweiserBudweiser “Placar” 2021Dir. Vellas · Africa São Paulo PublicidadeCiclope Gold 2021
  • Renault Kwid Ousider "Caverna do Dragão" (2019) commercial still© Renault Kwid OusiderRenault Kwid Ousider “Caverna do Dragão” 2019Dir. Vellas · DPZ&TEl Ojo de Iberoamérica Gold 2019
  • Renault Stepway "Aposta" (2019) commercial still© Renault StepwayRenault Stepway “Aposta” 2019Dir. Vellas · DPZ&TEl Ojo de Iberoamérica Gold 2019
  • Mitsubishi L200 Triton "Watermopilasgrado" (2016) commercial still© Mitsubishi L200 TritonMitsubishi L200 Triton “Watermopilasgrado” 2016Dir. Vellas · AfricaEl Ojo de Iberoamérica Gold 2016
  • M-Monochrom "Alma" (2013) commercial still© M-MonochromM-Monochrom “Alma” 2013Dir. Vellas · F/Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Gold 2013
  • Volkswagen "Montaña rusa" (2025) commercial still© VolkswagenVolkswagen “Montaña rusa” 2025Dir. Vellas · AlmapBBDOEl Ojo de Iberoamérica Bronze 2025

More from F/Nazca Saatchi & Saatchi

  • SESC / Associação Cultural Videobrasil "Bom dia – Boa tarde – Boa noite" (2012) commercial still© SESC / Associação Cultural VideobrasilSESC / Associação Cultural Videobrasil “Bom dia – Boa tarde – Boa noite” 2012F/Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Gold 2012
  • Philco "Ants" (1996) commercial still© PhilcoPhilco “Ants” 1996F/Nazca Saatchi & SaatchiCannes Lions Gold 1996
  • Annecy 2018 "100 anos em 100 segundos" (2018) commercial still© Annecy 2018Annecy 2018 “100 anos em 100 segundos” 2018Dir. Alton · F/Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Silver 2018
  • Trident Fresh "Pet shop" (2013) commercial still© Trident FreshTrident Fresh “Pet shop” 2013F/Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Silver 2013
  • Nike "Before & After" (2012) commercial still© NikeNike “Before & After” 2012F/Nazca Saatchi & SaatchiClio Awards Silver 2012
  • Google Chrome "Tiempo" (2012) commercial still© Google ChromeGoogle Chrome “Tiempo” 2012F/Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Silver 2012

Award-winning tech commercials

Questions

Who directed the Leica “Soul” commercial?

Vellas directed it, produced by Sentimental Filme, for the agency F/Nazca Saatchi & Saatchi.

Which agency made Leica “Soul”?

F/Nazca Saatchi & Saatchi created it for Leica (2013).

What awards did Leica “Soul” win?

16 awards, including Cannes Lions 2013 Film Craft Gold, Cannes Lions 2013 Film Craft Gold (Cinematography), D&AD 2013 Film Advertising Crafts: Cinematography for Film Advertising Yellow Pencil and D&AD 2013 Film Advertising Crafts: Direction for Film Advertising Yellow Pencil.

Sources for the credits and awards

The WorkThe Workdandad.orgclios.comclios.comoneclub.orgThe WorkThe WorkThe WorkThe WorkThe WorkThe Work