We challenged bias regarding directness and rapidity of DSLR cameras and proved it wrong by quoting them: Statements about the status quo of DSLRs were literally reflected – and therefore hard to read – to oppose indirect and direct photography to each other.

We made typography relevant in the most immediate way by making every single headline a proof of the brands message in itself: “The new Leica SL. Fast. Direct. Mirrorless.”

We made every single headline a proof for the brands message: By mirroring letters in print ads, posters, POS and promotional items – we made typography relevant in the most immediate way: by making every single headline a proof of the brands message in itself: “The new Leica SL. Fast. Direct. Mirrorless.”

Even Leicas hardest detractors have been overwhelmed by the cameras approach. The message has been delivered in the most literal sense of the word. And sales targets have been surpassed by far.