I am sure some of you will have seen the “Elemental” campaign for the newly announced Leica M EV1. I was struck by how effective this campaign was in highlighting the key benefits of Leica M EV1. It demonstrates the ability to achieve critical focus with a variety of wide and long lenses, coupled with the fabulous colour science delivered by the Leica M11 platform.
I contacted Nguyen Gia Phong, Managing Director of Leica Camera Vietnam, to understand the thought process behind this campaign. So, on to the interview!
Question 1: What made you consider this particular subject for the Elemental campaign?
Phong: The ‘Elemental’ project was born from a desire to return to the very essence of creation. I chose Phù Lãng, a 700-year-old Vietnamese pottery village because it is a living testament to the primal dialogue between human hands and the fundamental forces of nature.
Here, Earth, Fire, Water, and Air are not abstract concepts; they are the raw materials and active partners in the artisan’s daily ritual. By documenting this process, I wanted to tell a universal story about how we transform the world around us. “This is the beauty you can create. This is the connection you can feel.”
“This is the beauty you can create. This is the connection you can feel.”
The campaign uses these images as a visual proof of concept. Instead of telling the audience about the camera’s capabilities, we aimed to show the level of artistry it can help achieve. The still photographs are the testament to the camera’s precision, colour science, and ability to perform in challenging, mixed-lighting environments.
This is a story that resonates with the core philosophy of photography itself: capturing and shaping light. It was the perfect metaphor to explore the soul of a new tool designed to transform the way we see.
Question 2: What other options were considered?
Phong: While the concept of ‘elemental forces’ was always the central theme, we did explore different visual environments. One strong contender was the world of traditional blacksmithing, which also revolves around fire and metal.
However, the pottery village of Phù Lãng offered a more complete and poetic synergy. It uniquely incorporated all four classical elements in a graceful, continuous dance.
Furthermore, the subtle, earthy colour palette and the textural richness of clay provided a more nuanced and visually layered canvas that felt inherently aligned with the soulful rendering of Leica lenses.
The razor-sharp focus in the craftsman’s eye in “The Fire in the Eye”, the exquisite texture of the clay in “Heart of Clay”, and the perfect capture of fleeting, sparkling dust in “The Alchemist’s Galaxy” are the direct results of using the EVF for pin-point accuracy. Creative freedom that would be extremely difficult, if not impossible, to achieve consistently with a rangefinder in those specific scenarios.
Question 3: What aspects of Leica M EV1 did you want to demonstrate through the Elemental campaign?
Phong: Through ‘Elemental,’ I aimed to demonstrate the Leica M EV1 not just as a camera, but as a bridge and a catalyst.
The Bridge: I wanted to show how its high-resolution live-view system creates a direct and intuitive connection between the photographer’s vision and the final image.
This was crucial for capturing the delicate, fleeting moments — such as the reflection of fire in a craftsman’s eyes or the perfect texture of wet clay — with absolute precision. It bridges the gap between technical intention and artistic execution.
The Catalyst: The campaign highlights the camera’s role in unlocking creative freedom. The ability to comfortably and reliably use a vast range of lenses — from ultra-wide angles for environmental context to telephotos for intimate details and macro for textural abstraction — was liberating.
The M EV1 acted as the essential catalyst that allowed me to fully immerse myself in the scene and react intuitively, without technical barriers.
The campaign inspires the viewer to ask, “How did they capture that?” This curiosity then leads to the discovery that it was the M EV1’s live-view system that enabled such precise framing. Whether using telephoto or wide-angle lenses it delivers reliable focusing. And with fast-aperture lenses in low light, it offers the ability to see the exact exposure and depth of field before pressing the shutter.”
Question 4: What key takeaway do you want to give to the undecided about the Leica M EV1?
Phong: My key message to undecided customers is this: The Leica M EV1 is not a replacement for the rangefinder; it is an expansion of the M-System’s soul. It is the perfect tool for those moments and lenses where your vision demands a different kind of precision and freedom.
If you are a Leica Q user ready to explore the world of M lenses, this is your most intuitive next step. If you are a seasoned M shooter, this is the ideal second body for your Noctilux, telephoto, or modern close-focus (or wide-angle) lenses. And if you are new to Leica, it offers the most accessible and immediate path into the legendary M experience.
no matter how you see the world, there is an M camera that sees it with you.
Ultimately, the Leica M EV1 empowers you to focus on what truly matters: seeing and capturing your unique perspective. It’s designed not to change what the M system is, but to ensure that no matter how you see the world, there is an M camera that sees it with you.
My take:
Leica Camera has given us a powerful choice to take the fullest advantage of our long, wide and macro lenses.
Polarizing discussions notwithstanding, having an inbuilt EVF with the ability to zoom in allows the photographer to nail critical focus repeatedly. This, despite using various lenses that are traditionally difficult to focus with a rangefinder — especially if one has poor eyesight.
Specific to the Leica Vietnam “Elemental” campaign, the following lenses were used to create these gorgeous images, which ably demonstrate the Leica M EV1’s ability to utilise any lens, be it long or wide:
- Leica APO-Summicron 1:2/35mm ASPH
- Leica Summilux-M 1:1.4/28mm ASPH
- Leica Summilux-M 1:1.5/90mm ASPH
Again, it is important to remember that the Leica M EV1 is a choice for a photographer’s consideration — it is not the end of the rangefinder but an additional option. If you have not seen our Leica M EV1 interview with Stefan Daniel, Vice President, Photo & Design, Leica Camera AG, you can read it here.
About “Chats” & Phong
Amitava “Chats” Chatterjee (“Chatsphotog”) is very active in the global Leica community. A Leica Society International Executive Committee board member (come join us!), he is published in The Viewfinder and is its Associate Editor/proofreader-at-large.
He frequents various Facebook Leica Photography groups and believes he established the IG hashtag #ChasingLeitz. You can find him at www.chatsphotog.com, Facebook (@Chatsphotogpilot), Instagram (@Chatsphotog) or Medium (@Chatsphotog).
Nguyen Gia Phong is Managing Director, Leica Vietnam. He champions Leica Camera in Vietnam through retail, Leica Akademie, tours and classes. I can’t wait to visit him some day. Thank you for participating in this interview, Phong and providing the following video!
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