In honor of the 100th anniversary of the Bauhaus School, Leica endeavored to launch a limited edition of the Leica CL honoring the design principles of the institution. Limited to only 150 cameras, the Leica CL “100 Jahre Bauhaus” needed a campaign created, designed and developed on the same principles.

When it comes to cameras, the most coveted brand in the world is Leica. Your audience is after not just the excellence in the photographic quality of your lenses, but also in the experience of carrying and handling a camera whose minimalist and functional design is recognized worldwide. They are the type of photographer who knows and appreciates design.

Leica launching a camera commemorating her compatriot's 100th birthday makes perfect sense. If a camera was designed inside the German school, the result would certainly be a Leica. So why not show it and expose the entire Bauhaus that lives within this camera?

We created a poster campaign in a “study format” that celebrates, through the forms and shapes of a Leica camera, the techniques and theories of Bauhaus. A variety of techniques - plaster sculpturing for negative and positive volume observation; games featuring light based on Kurt Schwerdtfege’s “Reflecting Colour-Light-Play”; Kandinky’s points and lines in lithography; basic forms and colors interacting and a handmade grid for weaving - were all used to recreate the same laboratory aspect Bauhaus formerly utilized in its overall creative process.

In the end, the entirety of the studies resulted in 5 families of posters, each containing 3 unique pieces.

300 handmade posters were offered to high-profile Leica photographer influencers. Those purchasing the special edition Leica CL 100 Jahre Bauhaus were gifted with the posters as well.

Both the camera and the posters are sold out.

The posters became a hot item within the Leica community.