Leica S-System delivers the ultimate Fantasy Portraits

3 June 2010: Leica’s professional digital camera system, the Leica S-System, has been chosen by fashion photographer Yves de Contades to create a unique set of photographs of some of the UK’s leading creative directors. Named ‘Fantasy Portraits’, the collection will exhibited in June 2010.

Yves de Contades, who is also creative director of luxury brand magazine, International Life, approached forty leading creative gurus from the UK's advertising and design industry with the question ‘What is your ultimate Fantasy Portrait?’ The results were an intoxicating mix of the quirky, the clever and the downright bizarre, from a digital robot, a spaceman bouncing through Piccadilly Circus to a dragon slaying ninja.

All images were shot exclusively on the new Leica S-System. After the shoot, Yves commented, “My vision was to bring to life the weird and wonderful imagination of some the UK's most creative minds. It was refreshing to collaborate on a project focused solely on creatives, who are generally preoccupied with their clients’ brands.”

Yves added, “The Leica S-System is a step forward in technology that harks back to real photography, as it combines the latest digital medium format with the highest end camera body, designed by photographers for photographers. Once you have used this camera, you cannot help but fall in love with it.

“As I was photographing the leading creatives in the UK, all with high expectations, I needed to use a world leading digital camera, the Leica S2, that would cope with the wide variety of conditions and environments I would experience during the shooting of these portraits.”

Each person was asked to give a short summary on their solution. Leading psychologist Dr Cecilia d’Felice has evaluated every shot and offered her own thoughts. Both commentaries will accompany each portrait.

The magazine’s joint creative director, Peter Doherty, said, “We’ve long shared an interest in the behaviours, motivations and psychology of consumers and brands, which we've taken through to the magazine and projects like Fantasy Portraits.”  He added, “It was so timely to work on something so positive. A perfect antidote to the gloom that has recently hovered over the creative industry.”

Fantasy Portraits will be showcased at an invitation-only event at The Worx Studios in London on Thursday 10 June from 6pm - 9pm. Further venues are under consideration for display, due to popular demand. A selection of images will be available to view online from Tuesday 15 June at: www.internationallife.tv/fantasy-portraits-2010

The much-anticipated event was made possible with support from Leica Camera, Genesis Digital Imaging, The Worx Studios, Chivas Regal and luxury chocolatier, Jeff de Bruges.

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