Leica Camera SL3 - Global Launch Campaign.

A cinematic journey with the new Leica SL3.
Three photographers in their search for the perfect moment - the one image. A tribute to the profound experiences behind every shot.

Producer Annemarie Falk

Director Toby Kahler

The task.

Leica approached us with the request to create and produce a global launch campaign for the new Leica SL3. The key objective was to highlight the camera’s versatility as well as the brand’s and camera’s exceptional quality.

To achieve this, renowned photographers were to play a key role as testimonials, not only in the main film but also in supplementary stories. These additional films were designed to showcase the photographers at work, providing a deeper insight into their creative processes and their unique connection to the Leica SL3.

The idea.

Our approach involved having three photographers, each specializing in completely different genres, capture a single, perfect image in three distinct, far-flung locations.

By doing this, we intended to emphasize the camera’s capabilities to excel across various photographic disciplines and under vastly different conditions.

The process.

For this production, we chose photographers Pat Domingo, Ciril Jazbec, and Xiomara Bender, shooting on location in the Namibian desert, the glacier caves of Iceland, and the “Bayerisches Landestheater” in Coburg, Germany.

For Pat Domingo, a renowned fashion photographer based in Vienna, we orchestrated a photoshoot under a chandelier in the middle of the Namibian desert.

With Ciril Jazbec—widely recognized for his photojournalistic work with National Geographic—we explored an Icelandic glacier cave, where he documented geologist, glaciologist, and volcanologist Helga Kristín Torfadóttir.

With Xiomara Bender, known for her photo reports in North Korea, we captured images of ballet dancer Claudia Czyz and mezzo-soprano Maria Radoeva at the historic “Bayerisches Landestheater Coburg”.

Our production itinerary took us from Namibia to Iceland and, finally, to Coburg. We opted for a relatively compact crew supported by local service production teams at each location, ensuring an efficient shoot within a manageable timeframe.

The final result.

Three entirely different photographers, pursuing nearly incomparable concepts in some of the most contrasting locations imaginable, are united in one film through the Leica SL3’s quest for the perfect image.

The final deliverables include a global launch film, three in-depth photographer stories, and additional short-form content in various lengths for social media channels.

This project demonstrated not only the power of the Leica SL3 but also the universal language of photography. By bringing together three unique photographers, each with their own vision and challenges, we created a campaign that bridges diverse genres and highlights the camera’s ability to deliver excellence in any situation.