The YouTube video below from Panasonic does two things, it advertises their new compact camera the GX& and it tells a terrific story. This is a beautifully shot and edited film featuring world renowned Magnum photographer Ian Berry. What I like about it is, it feels less like an ad and more like a vignette into Berry’s style of shooting, and his personality. Panasonic has done a great job of hiding the ad for the camera, inside a story that photographers and potential buyers can get behind. This is the soft-sell done right. At five and a half minutes in length it is worth watching just to hear what Berry says about blending in on the streets of Rome as he shoots.

Oh and did I mention just how amazing the video looks? I’m going to bet that this was shot on the Panasonic Lumix GH3. Just a guess, but it is one of the hottest DSLR’s for shooting video these day, so I think it’s a pretty solid bet.