News // 18 News by TREY Digital Studio
Photographer duo HE&ME have made a name for themselves with their creative approach – particularly when it comes to transportation. For the new campaign for the CUPRA TAVASCAN, they consciously decided against using CGI and opted for a more daring feat: actually hanging the car – physically. For a more vivid take on a change of perspective.
The project, created in collaboration with the agency 14 Barcelona and Producer Susana Boix from Blank Productions, is both a technical and creative masterpiece.
HE&ME tell GoSee : “This production was unique. When we received the enquiry for this crazy project, we immediately thought, we’re not going to do this with CGI, we’re actually going to hang the car. At that moment, we had no idea how, but we thought it had to be possible somehow. The basic concept was that this car changes your perspective. We turned the tables and changed the perspective of the car.
A once-in-a-lifetime chance all made possible by daring client Cupra and the totally crazy (which we mean very affectionately) agency 14 Barcelona. And inimitable Producer Susana Boix from Blank Productions knew just the right guy for the job in Madrid, where the shoot took place. He could make our car virtually fly – for the campaign key visuals with the car hanging upside down.
A second part consisted of various service and accessory motifs. Here, too, the perspective was partly changed. Since it would have been more difficult to hang the cars on a wall, we used CGI. Otherwise, all vehicles were photographed. Once the shoot was complete, Trey once again put on finishing touches in post production and CGI.”
The result perfectly underscores the slogan for the Cupra model: ‘Break Rules. Set Standards.’ CUPRA sees itself as a challenger brand that breaks conventional rules – setting it apart from traditional carmakers.
With the Tavascan, CUPRA demonstrates that electric mobility is not only sustainable but can be just as exhilarating and stylish. The claim asks us to break old rules and set new standards in terms of how we think about performance, design and innovation in the automotive industry.
The CUPRA Tavascan is an SUV coupe and the second fully-electric model of the young and dynamic CUPRA brand, a spin-off of SEAT created to develop sportier electrified vehicles that break the mold.
11.09.2024
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HOLGER WILD had the honor once again of photographing the newest version of the iconic PORSCHE 911 sports car. This time, the photographer was given free rein by client and agency alike, so that Holger had complete creative freedom with models Ewa Witkowska, Norman Theuerkorn, and Pace Chen.
“Through the situations we managed to create, we came away with further photos beyond the booked motifs. They were post-produced afterwards additionally by TREY Digital Studio for a wonderful look. Production took place in several locations across Spain with the perfect support of WIDE Production. A big thank you goes to everyone who has been part of this crew,” Holger tells GoSee.
10.09.2024
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We are delighted to present you A.L.E.X., the latest personal work by photographer ANKE LUCKMANN : “A.L.E.X is a personal project for which I shot a portrait of Alex – a father, photographer, fighter, and friend.”
Post production was in the hands of TREY : “Special thanks to Max².”
24.06.2024
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