News // 7 News by Lars Heberer
Premium tire manufacturer HANKOOK is now an official technology partner of BRABUS. The German luxury mobility brand will equip its performance-optimized vehicles with, among other products, ultra-high-performance (UHP) and ultra-ultra-high-performance (UUHP) tires from HANKOOK. The tires used are for the summer and winter seasons, meeting the requirements of high-performance sports cars as well as SUVs and electric vehicles. Thomas SCHORN photographed the global key visuals for HANKOOK + BRABUS. Lars Heberer / Hankook was the responsible creative director.
"We are proud to take our long-standing collaboration to a new level and now become an official technology partner of BRABUS," said Roland Hehner, Director of Sales Germany Central and Head of Product & Tuning at Hankook. "BRABUS is one of the leading brands for exclusive automotive refinement, and Hankook tires help ensure that the vehicles reach their full potential."
25.03.2025
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Over the past roughly two and a half years, THOMAS SCHORN has been granted the wonderful privilege of accompanying the path of HANKOOK TIRES as official tire supplier of the FIA Formula E into the racing series with his camera. From the initial rollout of the Gen3 prototype in Monteblanco to the first race in Mexico City, far more than 2000 editorial assets in total have been shot.
Specially developed for electric vehicles, the iON brand has found in Formula E racing the perfect stage to impressively demonstrate its holistic performance as part of this world-class event.
The ABB FIA Formula E Championship is a racing series for single-seater, open-cockpit, open-wheel formula cars with an electric motor, which was brought to life upon the initiative of Jean Todt according to the plans of promoter Alejandro Agag and his company Formula E Holdings on behalf of FIA. It has been held on street circuits worldwide since 13 September 2014.
“Big thanks to the whole team and especially Lars Heberer, Creative Lead at Hankook Europe, for this amazing ride!” Thomas Schorn.
With iON, the premium tire manufacturer Hankook launched its first tire family in 2022 which has been specially designed for electric vehicles. This approach marks the company’s decisive contribution, from a tire choice perspective, to advancing the transition of mobility towards zero-emission vehicles. Hankook Tire is a global manufacturer of innovative, award-winning radial tires of proven superior quality for premium passenger cars, light trucks, SUVs, RVs, trucks, and buses as well as motorsports (circuit racing/street circuits/rallies).
03.06.2024
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Lars Heberer, Creative Lead Europe of HANKOOK TIRE & TECHNOLOGY, is an expert when it comes to automotive productions. He is once again supporting our GoSeeAWARDS jury and looks forward to exciting project submissions – from AI to traditional photography. Plus, you can meet him in person at UPDATE-24-BERLIN. Here on GoSee, he shows us the first laps of HANKOOK TIRES as it enters the world of Formula E racing – from first test to first race.
“HANKOOK TIRES is the official sponsor and exclusive tire supplier for the FIA Formula E World Championship. Which, of course, presented us the perfect opportunity to film and photograph one and a half years of high-performance tire development in the making. Also important to us was a glimpse behind the scenes, filming even when things weren’t going as planned in order to realistically depict all aspects of tire development.” Lars Heberer tells us.
The film was shot in Seville, Calafat, and Valencia in Spain as well as in Mexico City. The project was accompanied by photographer and GoSee Member THOMAS SCHORN, who contributed around 80 post-produced motifs. Responsible for filming was Vidture, with Michael & Mathias Jener and Pascal Kulke (three 90-sec. focus shots and various cutdowns). Creative direction on the client side was in the hands of Lars Heberer.
Hankook Tire & Technology Co., Ltd. is a South Korean manufacturer of tires for passenger cars, trucks and commercial vehicles. The name Hankook is a romanized Korean name for ‘Korea’. The company was founded in 1941 as Chosun Tire Industrial Co. and was the sixth largest tire manufacturer in the world in 2015.
29.02.2024
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