The CUPRA TAVASCAN campaign with a flying car staged in breathtaking heights by photographer team HE&ME here on GoSee

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.