04.07.2022  •  Transportation NEWS

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Precision Crafted Performance — The All-New RDX by MATTHEW JONES

CREDITS / DETAILS / VIDEO EMBED LINK

MATTHEW JONES

Production: Ink & Oranges
Advertising Agency: Mullen Lowe
Creative Director: Matthew Jones
Art Director: Sebastian Walker
Art Buyer: Karen Youngs
Photographer: Matthew Jones

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“There’s nothing more exhilarating to me than being the lead photographer on a code-red production. From the moment of pride after being awarded the opportunity to define and develop the look of a nameplate’s new campaign, to the multitude of security on set that makes you feel like the team is part of a high-stakes, covert operation, all the way down to the red stickers enveloping everyone’s devices – all of this accumulates to provide a thrill of secrecy and excitement that is always one of the highlights of my job.

I am pleased to say that last year, I had the opportunity to lead not one, but two code-red productions for Acura via MullenLowe. After many chip-shortage delays, portfolio image approvals, and re-edits, I am beyond excited to finally present my take on Acura’s latest premium sport crossover – the 2022 RDX.” Transportation specialist MATTHEW JONES tells GoSee.NEWS.

And explains : “For this specific campaign, I wanted my personal portfolio images from the shoot to feel a bit different than the current trends of circulating automotive photography. Rather than clean, luxurious and blissful, I wanted to go in the opposite direction and create a sense of raw power, speed and abstract emotion. The images are primarily dark, gritty and often out of focus with a purposeful camera shake, resembling a film still of a high-speed chase.”

The brand Acura is used since 1986 by Japanese carmaker Honda in North America and Hong Kong for premium and sporty models. The vehicle lineup consists of Honda models, redesigned through badge engineering and technical or visual enhancement, as well as vehicle series developed for the Acura brand and exclusively sold under this label.

“Mr. Honda, the founder of Acura, built the Suzuka racetrack before he had even sold his first car. See, we learn from the tarmac. It’s called genba, and it lets us design the cars we’ve always wanted to drive.” ACURA.

The Acura RDX is an SUV and was launched on the American market in 2006 as a smaller addition to the Acura MDX. Starts at $40,600.


GoSee : acura.commatthewjonesphoto.com

 
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