Leica helped to move photography out from the studios and into real life. And so, in a way, it made possible every photo you’ve ever seen that captures real, unscripted, unposed life. To celebrate this, the two-minute spot recreates some 35 famous photos of spontaneous moments—and it does so delightfully and beautifully. Read more.

Images recreated in Leica Turns 100 include Andreas Feininger’s “The Photojournalist,” Joe Rosenthal’s “Raising the Flag on Iwo Jima,” Diane Arbus’ “Identical Twins,” Henri Cartier-Bresson’s “Behind the Gare St. Lazare,” and the famous kiss in Alfred Eisenstaedt’s “V-J Day.”

Short created by F/Nazca Saatchi & Saatchi. Directed by Jones+Tino. Director of Photography Bjorn Charpentier. Edited by Jones+Tino and Danilo Abraham.

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