Leica
With smartphones making it possible to take hundreds of photos in seconds, the act of photographing has become fast, disposable, and often thoughtless.
To remind people to be more intentional in the modern age of photography, we’ll let them recreate the photos from some of the best photographers of the 20th century.
How it works
At locations where iconic Leica photos were once taken in New York City, we will place QR codes where the photographers stood.
Once the QR code is scanned, participants will be taken to a virtual experience within the Leica Lux app.
To replicate what it was really like to take an iconic photo in the 20th Century, and to show the importance of setting the perfect frame, participants will only get one shot to capture their photo.
Participants will get to use the features and controls within the Leica Lux app to set what they believe is the perfect exposure triangle for the image.
Find more photo locations around New York City in the Leica Lux map integration.
OOHs to promote the experience
Art Director: Eliza Fry
Copywriter: Carson Brooke