Alma is the first Brazilian campaign for Leica cameras, developed to launch the M Monochrom digital camera and a brand concept store in Sao Paulo. Produced by Sentimental Films for F/Nazca Saatchi & Saatchi Brazil, the short black-and-white film is a moving portrait of a war photographer, told from the point of view of his Leica III. The camera itself narrates the film, and the images are often deliberately blurred or shot from odd angles to mimic what the camera would see when carried around the photographer’s neck or in his hand. The camera describes its life with the photographer until the moment when they both are killed by a landmine. In a clever ending, the deceased Leica III notes that it has been reincarnated as the M Monochrom. The film has won seventeen international awards, including two from D&AD in London and five Cannes Lions.