Branded Entertainment is evolving in Brazil. However, a lot of things still tend to be more to “branded” than “entertainment”. Many clients are still adamant when it comes to investing money on something that might, at least at first sight, be much more about entertaining people than about selling a product. Restrictions apply, for example, to products like cigarettes and alcoholic beverages or if you’re doing something on TV, where brands are required by law to inform viewers when content is sponsored by them. In our particular case, no restrictions applied.

Soundlab was a project to recreate the sounds of some of the most important pictures ever taken with a Leica. Six iconic photographs were chosen. After extensive historical research, their sounds were re-imagined and recorded in 3D Binaural technology, to create the sensation of 360 degrees sound. People could have the 360 degrees experience in a container at Leica Gallery in São Paulo. The tracks were also released as a vinyl record collection. A limited number of 100 boxed-sets were sent to clients and to the press. Each one contained the vinyl collection, special posters for each track and a book. After turning these 6 iconic photographs into audio tracks, we had to create album covers for them. Each cover/poster had a specific typography designed for it, taking into consideration the historical context behind each photo. For the posters we used a combination of printing techniques: typographic matrices carved in wood, serigraph printing and hot stamping. To honor Leica’s “made by hand” philosophy, all the leather boxes, record sleeves, posters and books were handcrafted. Just like every Leica camera, since 1914 until today.

The 100 boxed-sets with the records and posters became a coveted collectible item amongst Leica fans.