The new Leica Leitzphone was developed in collaboration with Xiaomi to seamlessly integrate Leica’s classic visual aesthetic and color profiles into a premium smartphone.
Arale Reartes photographed the Leica Leitzphone campaign in Marrakech—using the Leitzphone itself, of course. The campaign’s post-production was handled by ONE HUNDRED BERLIN.
"For the launch of the Leica Leitzphone powered by Xiaomi Technology, we created a cinematic product film that tells the story of people who see what truly matters. People who seek the meaningful and capture what moves them—letting photography guide them to more than just memories.
To bring this vision to life, our team traveled to Marrakech alongside the team from Leica. Through authentic storytelling, the film highlights the performance and design of the Leica Leitzphone. At its core is the story of a street artist who captures meaningful moments through his lens, guided by a simple principle: focus on the essential." — Martin et Karczinski, advertising agency.
The phone stands out for its striking, industrial design, which draws heavy inspiration from traditional Leica rangefinder cameras—complete with a custom camera user interface and the original "Leica Looks" filters. The new Leica Leitzphone (developed with Xiaomi) is the first Leica smartphone to be released on the global market. Previous generations existed, but they were released exclusively for the Japanese market.
Leica has collaborated with various smartphone manufacturers for many years—previously with Huawei, and now primarily with Xiaomi for their flagship models—in partnerships where the cameras were "co-engineered." The current Leitzphone differs in that the entire device design and user interface are presented directly under the Leica brand. "Capture images with the unmistakable, authentic Leica camera experience. The camera app’s user interface—redesigned by the Leica design team—offers a genuine shooting feel, just like using a dedicated Leica camera.
Choose from digitally interpreted classic lenses, 13 'Leica Looks' (including the 'Leica Vibrant' and 'Leica Authentic' styles), and five signature bokeh effects for creative photography. Leica optics deliver that iconic bokeh and the bold, vibrant colors characteristic of the brand—all made possible by a dedicated image-processing engine that emulates legendary Leica lenses." – LEICA.
The Leica Leitz Phone currently retails for approximately 1,600 EUR.
GoSee : leica-camera.com
TEAM
Produced by Magali Mgmt
Finishing: One Hundred Berlin
Photographer: Arale Reartes
Digi/Light: Adrià Botella
Photo Assistant: Salah Boouade
Styling: Javier De Pardo
Executive Producer/ Agent: Jesica Levy via Magali MGMT
Producer: Vir Hernandez via Magali MGMT
Production Manager: Marta Gonzalez Silla via Magali MGMT
Local Producer: Sara Sellami via Liberté Films
Agency: Martin et Karczinski
Art Director: Lennart Engelmann
HMU: Anna Knietovska
Casting Director: Emilie Åström & Oliver Ress
Stand-in Model: Daniel Diaz via Fifth Models
