leica recreates 35 historic images to celebrate 100 years of photography

leica recreates 35 iconic images to celebrate 100 years of photography
all images courtesy of F/Nazca saatchi saatchi

in celebration of their 100 year centennial and the opening of their gallery in sao paulo, brazil, leica has worked with brazilian agency f/nazca saatchi saatchi for ‘100‘, a two minute campaign which recreates 35 famous photographs from history. the advertisement sees legendary static frames — dorothea lange’s poignant ‘migrant mother’, annie leibovitz’s much-loved portrait of an intimate john lennon and yoko ono and the always-haunting ‘unknown rebel of tiananmen square’ by jeff widener — back to life.

the production underscores the influence of the german camera brand and marks their role as a leader in the movement of photography as a creative medium, forever changing the relationship of humanity with this art. as the advertisement’s narrator remarks about leica, ‘we didn’t invent photography, but we invented photography.’ 

recreation of ‘migrant mother’ by dorothea lange

leica reimagines the scene that took place when photographer bernie boston snapped ‘flower power’ 

stills from the leica ‘100’ campaign