In 1914 optical engineer Oskar Barnack was working for Ernst Leitz when he designed the very first Leica, the Leitz Camera, or so-called Ur-Leica. The small handheld camera, one of the first to use 35mm film, finally went into production in 1925 following a long delay caused by World War One. It went on to revolutionise photography in the hands of the first photojournalists who set out to record the world on the brink of change. To see just how highly the company thinks of itself, check out this wonderfully-produced new spot celebrating the firm's 100th anniversary.

LEICA 100ANOS from bjorn charpentier on Vimeo.