LEICA
See Through A New Lens
Photography is an intimidating art of gadgets, gizmos, and lingo. F-stops, focal length, depth-of-field. How can a newcomer hope to enjoy the art of photography if it feels so daunting?
Maybe we can forget about the lingo. How about we ignore all the rules? Let’s start welcoming the mistakes. These are the first steps toward discovering a new way of seeing your world.
Concise, punchy copy comments on the images, foregrounding the idea that technical details matter less than what you photograph.
OUT OF HOME
Playful, direct copy confronts the viewer, pushing them to think different.
SOCIAL
SOCIAL - INSTAGRAM
Slightly off-kilter images and pointed copy remind the user to not let technical details get in the way.
BROADCAST
A play on classic branding spots, this work turns a typical technical showcase on its head.