Leica Alma

This short but touching video called Alma (Soul), was produced by award-winning Brazilian production company Sentimental Filme, directed by Vellas and conceived by agency F/Nazca Saatchi & Saatchi, and has just scooped five awards at the Cannes Lions Festival in France this week.

Alma tells the gripping story of a war photographer from the point of view of his camera. Behind the video there is a real story – that of the famous Hungarian combat photographer Robert Capa (this year marks the 100th anniversary of his birth). Narrated in German, it is told from the point the of view of his own photographic camera, as if slung around his neck or held in in his hand.

Although some have remarked about the historical accuracy of the video (Capa died in 1954 after stepping on a landmine during Indochina War and at the time he did not use a Leica), and the fact that Leica itself was not affiliated with the making of the video – it is still a very powerful piece and definitely deserves recognition.

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