Briefing:

.	Task: to develop a microsite for Germany, USA, China and Taiwan that positions the new compact cameras as a fashion accessories
.	Objective: to register with a dealer to purchase a camera
.	Target group: "bourgeois bohemians", men and women older than 35

Realisation:

.	Concept: a practical guide to tasteful living – the cameras as an obligatory component of a fashionable look
.	Technical information on the cameras is communicated in three application situations, focussing on the unclear relationship between the two models

Design:

.	The special flirts with the fashion shoot format and is its own "making of": the models can be seen getting changed between the scenes
.	All the navigation elements are part of the scenery

Special:

.	In order to address new target groups, Leica positions the products in a new environment - the world of fashion
.	All the animations consist of elaborately photographed individual stop motion pictures, completely devoid of film elements

Project period:

September 2008 - November 2008