Tuesday 11 October 2016

The 45 min Leica Camera Ad


45 minutes of polishing the body of a Leica T camera. Nothing else.

While watching, I can’t help but keep thinking… just how well Apple manufactures its products.

Leica makes the body of a camera out of a single piece of aluminium, just like the unibody design of MacBooks and iPhones.

And Leica polishes those camera bodies with great care, which reminds me of this picture. The jet black iPhone 7 is so extremely polished, it doesn’t feel like aluminium any more. It feels like glass. And Apple produces hundreds of thousands of them every day.

In the 45 min ad, Leica asks: “Of course there are faster and less costly ways to make a camera. But is there a better way?”

I believe so.