One minute and seconds 43 masterful. In this small but intense space of time, the life of the legendary war photographer Robert Capa is narrated by his faithful squire: the photographic camera Leica III.
Powered by the award-winning production company in Brazil Sentimental Filme, The exciting movie Alma (In Italian, soul) - devised by the agency F / Nazca Saatchi & Saatchi for the historic German brand of rooms - Camera has won ten awards (including five golds and a silver at the Festival Iberoamericano De La Publicidad, two golds at the Clio Awards , one on the One Show and one at the Wave Festival) and this aspires June the areas Cannes Lions in France and D & AD in UK. Leica's first campaign in Brazil, the film is an action of the launch of its unique concept store in the country, specifically in São Paulo, and also presents the new digital camera M Monochrom which produces photos in black and white, such as those taken by Capa.
Black and white is also the film advertising. Filmed in Cuba in places such as Havana and Bejucal, with a team that included professionals Brazilians and Cubans (the latter belonging to the famous film school of the island), the film captures the viewer with a language of documentary combined with engaging story. Everything is narrated in German, from the point of view of the photographic camera, with shots unconventional images and sometimes a po'storte or moves, as if the car was in the hand or on the neck of the photographer himself.
The film's director and one of the stars of the Sentimental Filme, Vellas, Who also collaborated on the screenplay, says that the beginning of the project was marked by a great coincidence. "I was reading the book Slightly Out Of Focus, autobiographical diary of Capa, when the agency offered me three scripts for this campaign, and one of them was right on him. We assessed what would be the best alternative, in terms of
production, and decided to Capa as protagonist. All these coincidences seemed to us a signal, perhaps it was, maybe not, who knows, "says the director.
Between war and love, the life of the photographer - who along with Henri Cartier-Bresson, George Rodger and David "Chim" Seymour was one of the founders of the legendary Magnum agency - It was a real adventure; and this spirit has infected the production. "We shot the scenes of war in the middle of a rice field, and internal ones, in a house that seemed to fall on our heads. Woke up at five in the morning to visit the location and the cold showers have become part of our routine. At that moment, feeling uncomfortable as Capa you will find on the front lines, it seemed to be a good way forward. It was a choice to stay in hotels recently and spend the minimum necessary. Everything to try to enter the atmosphere in which he lived "Recalls Vellas.
The photo is signed by André Faccioli; sound design, from Kito Siqueira, from Satélite Áudio. "I talked a lot with Faccioli, were born many ideas, but at the time of filming we decided to change many things. As the scenes were shot, we were increasingly confident that the film had to be dirty, rickety, poorly framed, with a strange air. As for the audio, I think it's the 50% of the story. Kito is one of the best on the market, and when I called him, he was super excited and started to bombard me, no pun intended, of references of audio and music. The voiceover was recorded slowly, very whispered, low and gentle to counter the shootings "Says the director.
It's not nice to unveil the end of a movie, but in this case, unavoidable. "In the final sequence, we reproduce one of the last photos taken by Capa during the war in Indochina, before stepping on a mine, in 1954" says Vellas. That is, the story has a happy ending, but it fascinates. "For us it is a great surprise and satisfaction that a film dense, with a relatively long duration for a spot, is receiving so much recognition."
The production house
In 11 years, Sentimental Filme has become one of the most important production of advertising films in Brazil. Winner of numerous national and international awards, including a Bronze Lion at Cannes, three Clio Awards and two One Show, the company also has a division that produces content for TV and internet, entertainment, interactive advertising, corporate communications and new media. Fiat, Ford, Panasonic, Volkswagen, Visa, Procter & Gamble and AB Imbev are some of its major customers.
Born in 1982, in Rio de Janeiro, Vellas (Felipe Vellasco) moved to São Paulo in 1995. Despite having studied marketing, goes to work in the creative sector of large agencies such as Ogilvy and Mather DM9DDB. After several years as an art director decides to change perspective and goes to work in production houses as art director and animation designer. Quickly begin to manage their own projects, for a few years even in pairs, to take care of only the direction of the film's live-actionper Sentimental Filmea from 2012.
"The greatest war photographer hated war"So informs the site of the Magnum agency, of which he was a founder in 1947. Born Andre Friedmann in Budapest in 1913 Jewish parents, Robert Capa studied political science at the Deutsche Hochschule für Politik in Berlin. With the establishment of the Nazi regime in Germany, he moved to Paris in 1933. It achieves international recognition with pictures of the Spanish Civil War: a picture of a wounded soldier to death became symbolic. In 1938 he went to China and, a year later, he emigrated to the United States, in New York. As a correspondent in Europe, he photographed the Second World War, covering the landing of American troops at Omaha Beach on D-Day, the liberation of Paris and the Battle of the Bulge. The 25 May 1954, working for Life magazine in Thai-Binh, Indochina, he stepped on a mine and died. The French army awarded him posthumously with the Croix de Guerre with palm symbol. In his honor, in 1955, it was created the prize Robert Capa Gold Medal Award.