Leica commissioned us to conceptualize and produce a campaign film for the relaunch of the iconic Leica M6. Under the direction of Toby Kahler, and in collaboration with Leica’s creative team, we developed a concept that highlights the values and craftsmanship behind every Leica camera.

The film takes the viewer through the meticulous manufacturing process of a Leica M6 - from the first screw to the first image. It emphasizes the numerous hand-crafted steps, many of which are performed on the original machines used in the M6’s initial production line. This camera is not a product of mass production but of precision and dedication. These values resonate deeply with analog photography enthusiasts and are what make the Leica M6 - and the Leica brand - so extraordinary.

"Iconic, Real, and Personal"

These key terms guided the creation of the campaign film.

Our Approach

During production, we embraced the perspective of an observer within the factory. The film focuses on the manufacturing process and the artisans behind it - capturing their work from behind, through close-ups of their hands, or focusing solely on the camera. The spotlight remains on the Leica M6 itself throughout.

We combined handheld shots with stabilized tracking shots to emphasize different stages of production. Close proximity was crucial, with nearly every shot captured in macro. As the story progresses to more intricate hand-crafted details, the visuals grow even more intimate, drawing the audience deeper into the precision and care of Leica’s craftsmanship.

Sound design played an equally important role, subtly yet consistently reflecting the mechanical world of the M6. Every sound, from the turn of a screw to the clicking of gears, underscores the precision of the manufacturing process and the exceptional quality of the final product.

About the Leica M6

The Leica M6 is an icon of analog photography. Compact, intuitive, and discreet, it fosters closeness—both to the subject and to genuine emotion. Since its debut in 1984, the M6 has been a trusted tool for some of the world’s best photographers, enabling countless iconic images.

At the core of the M6 is its rangefinder, a masterpiece of engineering crafted from over 100 individual components. With 0.72x magnification, it provides an exceptionally bright and contrast-rich image that extends beyond the actual frame, offering photographers an expanded view of the scene.

The M6’s selective through-the-lens metering and light meter display within the viewfinder allow for precise aperture and shutter speed adjustments. Its split-image and superimposed image focusing methods ensure exceptional accuracy - even in low-light conditions.

Conclusion

The Leica M6 is more than a camera; it’s a legacy. Our campaign film reflects the enduring artistry and precision that define both the camera and the brand, celebrating the unique connection between craftsmanship, the photographer, and their vision.