It’s not often an ad gets recognized as a phenomenal piece of cinematography, but that’s what has happened for the short film ‘Alma’ (translated: “soul”) produced by Sentimental Filme for the release of the Leica M-Monochrome at the Leica Store in São Paulo.
Not associated with Leica Camera AG at all, ‘Soul’ picked up five awards at the Cannes Lions Festival — sort of like the Cannes International Film Festival only dedicated to advertising — bringing the total number of awards this short film has been given up to seventeen.
The film tells the story of a Leica III’s ‘soul.’ How it begins its life, finds its way into the hands of a great conflict photographer, survives many battles, and ultimately meets its untimely end at the hands of a landmine.
When it reincarnates, it comes back as the Leica M-Monochrome, and the tagline reads: the reincarnation of black and white.
In the Cannes Lions Festival’s craft category Soul earned the Golden Lion for Cinematography, the Silver Lion for Direction, and two Bronze Lions for Editing and Art Direction. In the much more competitive Film category, the ad took the Silver Lion in the Retail Stores segment.
“It is like a dream come true,” said Soul director Vellas. “Alma is a dense film, longer than traditional advertising, in black and white and, moreover, it does not have a happy ending. All these victories are very rewarding and we are very happy.”
(via Leica Rumors)