The CUPRA Formentor – the perfect crossover SUV with a distinctive design is the first independent model of the CUPRA brand. The creative duo from WE! shoot it, Michael Compensis and Thomas von Salomon, were commissioned by Cupra Germany to stage the new Formentor together with business philosopher and game changer Anders Indset.

Anders Indset is among the leading business philosophers in the world and is considered a trusted sparring partner for international CEOs and leading politicians. Celebrated by the media as ‘Rock’n’Roll Plato’ for his approaches to practical philosophy, he is now one of the most sought-after keynote speakers in Europe. “Our executives of today need the philosophy of yesterday paired with the science and the technology of tomorrow,” is the credo of the Norwegian publisher and entrepreneur.

The first drivable prototype of the Cupra Formentor was photographed in Frankfurt, when the sun was still standing low on the wintery horizon and casting long shadows. The...