In 2021, Carl and Philippe had the privilege of winning the LEICA Global pitch for TBWA Paris, against BBH London and Havas Worldwide. It was a rare moment, and a source of pride to carry the voice of a brand whose images have shaped the way the 20th century is remembered.
Leica speaks only once every five years. Every word mattered. Every idea carried weight. Among all the creative directions , far from the most spectacular concepts and the boldest visions, a fragile truth emerged with irresistible force: Our small world needs witnesses because it is all we have. Earth is our home. A tiny drop of water in the vastness of the universe, and yet everything is contained within it. From the caves of Lascaux to the Sistine Chapel, this is where fear and love, war and grace, madness and joy all exist. Everything that makes up the flesh of humanity. Everything that defines us. It is our only stage. Our one and only story. And this world deserves to be remembered in every single detail.
The campaign resonated internationally across all media, becoming one of the most awarded French campaigns of the 2020s. By a stroke of extraordinary luck, the iconic photographer Joel Meyerowitz, a beating heart of American photography, lent us his magical voice for the film’s narration. More than an advertising campaign, this project gave us the chance to meet our heroes and, in our own modest way, to pay them the immense tribute they deserved.
