Leica is a world-renowned brand revered for its minimalist design philosophy and precision-engineering, earning it a cult-like following amongst photographers, designers, and enthusiasts.

After seeing the first prototypes of the Cine 1, it became clear that this wasn’t just a campaign for an ultra-short throw projector. It was a design piece; something that added value to the room, even when it wasn’t turned on.

The Leica Cine 1 turns a room into a feeling.

The Cine 1 welcomed a new audience of Leica Lovers, offering those who have a deep appreciation of the art and craftsmanship to become a part of the Leica world, not by holding a camera but simply through experiencing.

Our concept blurred the line between reality and projection, bringing a cinematic feeling to all of the content whilst reflecting the product’s projection quality. Inspired by architectural photography, the close-ups go beyond your traditional product shots and  present the Cine 1 as both a design object and a work of art in its own right.

Owning a Leica is about more than just high-quality functionality or minimalist design. When you see someone with a Leica, there’s an unspoken understanding: they see photography as art, design as culture, and simplicity as sophistication.

The campaign was built around six distinct audience segments, each requiring nuanced adaptations, starting with the visuals, then later the copy and headlines. We wanted to ensure relevance for each group while still capturing the attention of a broader audience, and making sure everything felt part of one consistent global campaign.

As part of this, we supported the launch of Cine 1 with continuous content creation for assets used in paid media, always-on campaigns, and organic integration into Leica’s owned channels, including Instagram and LinkedIn. We also created the original product page for the Leica website, where I wrote and translated all the copy, coordinating with the Art Director and Graphic Designer for the overall aesthetic.

Alongside the digital work, we produced print materials in high-end luxury magazines, a product booklet and flyer, event and booth material, POS, and many more.

The website was revisited again later and refined for the brand’s global site relaunch, where we updated both imagery and copy to reflect the evolved direction.