400 ASA

How many takes till reality?

400ASA is a Czech association of documentary photographers. We were invited to create the visual style for their collective exhibition at Prague’s National Gallery in 2019. The manifesto of 400ASA photographers aims to reestablish the value of real documentary photography that has lost impact in the age of the internet and digitization. Realism seeking creators advocate for the quality and authenticity of photography. Their mission is to go under the surface and provide insightful testimony about the world around us.

Bearing this in mind, we created a video that provides an intro to the photographers’ exhibition and captured the focus and purity of this art group. By simply juxtaposing black and white photographs, the video delivers a rousing impression that is augmented by a large-format projection screen.