The Leica M11 introduced a brand new 60 megapixel sensor, bringing more quality and definition to the most legendary camera in the history of photography.

To promote the arrival of the M11 to the Brazilian market and to pre-sell the camera to photography enthusiasts, we needed an event that would captivate the love for the craft that only Leica can bring to photographers.

We worked with British street photographer Dan Baker to capture a unique moment with his new M11 and from a single photo we created an entire exhibition that featured 32 images found on that original shot.

The exhibition had special signed prints and a coffee table book that celebrated the power of the new Leica M11 and the craft that only Leica can bring to photography enthusiasts.

A photo exhibition done at Wickbold Gallery in São Paulo, featuring 32 large prints that were all cropped from one single photo taken with a Leica M11.

Special edition signed prints were gifted to those who pre-ordered their Leica M11 and a special coffee table book of the exhibition was later delivered along with the M11 to the buyers.

The 40 M11s available to the Brazilian market were sold during the event.

Love for the brand reached all time high.