The whole world was waiting for it. And we already had it since months! The new Leica M10 Monochrom, probably the most sought after b/w-only camera of the last years. To be entrusted with it‘s global launch-campaign was amazing. But being able to shoot with the best kept secret of the industry such a long time before its uncovering rendered us speechless. Just to give you a little taste, this incredible piece of equipment is so limited that the waiting list can take up to a year. 

After intense concepting and planning, the idea for our campaign was decided upon. Equipped with several Leica SL2‘s and the fantastic Leitz Cine Lenses, our team got sent on a trip straight into a cliche – grey, grim, rainy London. The mission was to accompany a heavyweight of contemporary b/w photography, Alan Schaller, for a day and film him doing what he does best. Working exclusively with the Leica M Monochrom and a keen eye for the interplay of light, geometry and humans, Alan‘s unique take on street photography is widely recognized and exhibited. 

The Leica ambassador came well prepared for our shooting, as he was among the first to get his hands on the new M10 Monochrom and tested it extensively. While hunting down motifs worth capturing, our team absorbed Alans deep insights about photography and the liberating quality of limitations. Shooting on locations such as the Tate Modern, Soho, the London Underground and many of Alans favourite secret spots around the city was an adventure well worth the freezing cold and wet feet we all ended up with. The outcome speaks for itself - a film far from anything advertisement usually looks like, and maybe one of the most inspiring films our agency has ever made. 

But please, don’t believe us, just watch and enjoy „The Liberation of Limitation“ with Alan Schaller and the Leica M10 Monochrom.