During the campaign shoot for the new electric SUV Genesis GV60 in Rotterdam, photographer Oliver Paffrath realized an atmospheric behind-the-scenes spread on the side. The photos, which were photographed at one of the most beautiful industrial sites in the Netherlands, exude a feeling of bleakness which is further enhanced by ubiquitous bright neon lights. The series was produced by JAN RUINARD PRODUCTIONS.
Transportation and lifestyle photographer Oliver Paffrath began his career shooting fashion images, and he has used this skill, honed during fashion shoots, to bring his unique style and lighting techniques to his transportation photography. Oliver also combines these techniques to create eye-catching and appealing motion and CGI content. He meanwhile shoots for the world’s biggest car manufacturers in global advertising campaigns and for car lifestyle brochures. Based in Germany, Oliver’s focus is on meeting the main requirements of his clients – timing, budget and quality in every production.
Genesis is a spin off of Hyundai and is the South Korean brand’s luxury division. It is known for opulent, performance-oriented vehicles which are arguably comparable to German luxury cars, albeit at bargain prices. The brand started with a few sporty sedans, then graduated to a few SUVs. While Genesis hasn’t been around for all too long, it’s already bringing its first electric vehicle to market. Wisely, the automaker decided on a smaller SUV than its first EV. The new Genesis electric SUV features a 77.4 kWh battery pack and the option of a single-motor, rear-wheel-drive and a dual-motor, all-wheel-drive system. According to Genesis, the crossover can scoot from zero to 62 mph (0-100 km/h) in as little as four seconds
JAN RUINARD PRODUCTIONS is a full-service production company for photo, (online) video and film from the Netherlands. It not only supports Dutch teams in productions all over the world but also international photographers, fashion and advertising clients, and agencies which produce in the Netherlands. For complex and intense productions as in this case, they team up with HOTEL REBEL Rotterdam with whom they started ‘The Local Producers’ partnership in 2020, which is specialized in automotive productions.