Leica Shop Vienna, one of the biggest dealers of Leica cameras in Europe and also the shop that auctioned the most expensive Leica camera in the world, wanted to advertise a new product. The Leica V-Lux 4 with super-zoom. To catch people’s attention we chose a medium, very untypical for such a “visual” product, translating the visual concept of zoom into an acoustic format. Each of these two radio-spots describes a picture, diving into every detail in a seemingly endless zoom, making the new camera’s possibilities palpable for everyone.