Lars Heberer, Creative Lead Europe of HANKOOK TIRE & TECHNOLOGY, is an expert when it comes to automotive productions. He is once again supporting our GoSeeAWARDS jury and looks forward to exciting project submissions – from AI to traditional photography. Plus, you can meet him in person at UPDATE-24-BERLIN. Here on GoSee, he shows us the first laps of HANKOOK TIRES as it enters the world of Formula E racing – from first test to first race.
“HANKOOK TIRES is the official sponsor and exclusive tire supplier for the FIA Formula E World Championship. Which, of course, presented us the perfect opportunity to film and photograph one and a half years of high-performance tire development in the making. Also important to us was a glimpse behind the scenes, filming even when things weren’t going as planned in order to realistically depict all aspects of tire development.” Lars Heberer tells us.
The film was shot in Seville, Calafat, and Valencia in Spain as well as in Mexico City. The project was accompanied by photographer and GoSee Member THOMAS SCHORN, who contributed around 80 post-produced motifs. Responsible for filming was Vidture, with Michael & Mathias Jener and Pascal Kulke (three 90-sec. focus shots and various cutdowns). Creative direction on the client side was in the hands of Lars Heberer.
Hankook Tire & Technology Co., Ltd. is a South Korean manufacturer of tires for passenger cars, trucks and commercial vehicles. The name Hankook is a romanized Korean name for ‘Korea’. The company was founded in 1941 as Chosun Tire Industrial Co. and was the sixth largest tire manufacturer in the world in 2015.
