"A film about four different visions and one single goal"

Leica celebrates the launch of their new M10 model and the 100 anniversary of the brand with a film about the experience of four Chinese photographers in the pursue of the perfect shot.

Spanning from Beijing, Hong Kong, Shanghai, Shenzhen to Chongqing, the film captures the relationship between the new M10 and  Ben Huang, Luo Xiaoyun, “A”, and Huan Jing, while they reflect on their personal approach to photography.

Services    Film Direction
Client        Leica
Prod           iDCreations

This film presented some interesting peculiarities. While we had to document four photographers taking shots at their favourite locations in their hometowns, at the same time, some photos from those locations had to be good enough to be included in the film as a proof of how good the new M10 is.

This small detail added an unforseen level of stress, and turned an otherwise chill production into something a bit more complicated, since the photographers felt really preassured and concerned about not being able to get good enough shots.

Being somebody who loves and practices photography as well, I was able to empathise and give them as much space and time as possible, while also engaging in technical and creative talk that resulted on them being less worried about performance, and being able to enjoy the experience of photographing.

Some projects are more technical, and some others require more interpersonal personal skills than anything else in order to pull them off. This film can be categorized as the later.

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