It was the eye-catcher of the IAA : With the concept model OPEL EXPERIMENTAL, the carmaker presented its vision of future at the auto show in Munich. With this model, Opel is opening the next chapter of its new design philosophy. Frederic SCHLOSSER c/o UPFRONT photographed & filmed the campaign for it together with DOP & Editor Bastian Ried (Inmotion).
The campaign was developed by Jung von Matt with Head of Design Saydan Celik and Creative Director Nicolau Attallah (Head of Art Buying: Karen Blome, Post Production Motion & Stills: Mainworks, Talent: Anna c/o Modelwerk, Styling: Ioanna Auschra, Hair & Makeup: Adina Hensel).
The new IONIQ 5 N is revving up at the starting line! And that with the first all-electric high performance model of the N brand. So get ready for pure, electrified driving pleasure of an entirely new level. The global HYUNDAI IONIQ 5 N Line campaign was photographed by Frederic SCHLOSSER c/o UPFRONT.
The agency was Innocean with Sr. Manager Creative: Jae Hyun Hwang. It was produced by FM Films with Exec. Producer Tim Jun & TJ Shon. In front of Frederic’s camera stood model Michaela Vávrová, who was styled by Emma Pražáková and Marek Volf, with hair & makeup by Zuzana Burianková and Sylvie Hadziefendic. Post production by Frederic.
Simon PUSCHMANN c/o UPFRONT was commissioned with the latest campaign for GENESIS entitled LUXE IS IN THE DETAILS. They produced extreme close-ups in ultra-high-resolution images (30000×21000px) for billboards (out of home and digital out of home) – demonstrating the quality and craftsmanship of Genesis cars.
Genesis challenges the conventions of advertising for luxury cars. Through the use of cutting-edge production techniques paired with the latest technologies and innovations in motion control, the campaign captures the inherent beauty and details that make the Genesis unique.
“Art Director David Mesfin and Simon developed an idea which helped solve a lot of the problems most car manufacturers usually face with their digital out of home billboards. For example, they created a GigaZoom image that really pushes the envelope and works so well on large digital billboards. The GigaZoom was shot in 18 high-resolution exposures, then stitched. They were shot with a 420 mm lens using a Phase One 150mp digital back which results in a 3 GB large file which allows to zoom and zoom and zoom. They delivered 8k films generated from the stills photo that Simon produced.”
“At Genesis, the craftsmanship, technology, and designs of our vehicles give the brand a bold and distinct identity," says Wendy Orthman, Executive Director Marketing at Genesis Motor America. “The ‘Luxe is in the Details’ campaign highlights the unique details our customers enjoy and encourages consumers to explore the brand's design focus and attention to detail, immersing themselves in the features that our products have to offer.”
“We needed to leverage a brand truth that would help us stand apart from the many well-known nameplates in the category. We found our truth in ‘details’. The level of detail, craftsmanship, and finish that go into every aspect of Genesis vehicles is astounding, and what matters most to an audience of luxury disruptors,” says Jason Sperling, Chief Creative Officer at INNOCEAN USA. “My hope is that the brand breaks through a cluttered sea of category sameness and creates more desire than ever for these amazing vehicles.” (source: Genesis Motor America)
Client: Genesis Motors, LLC, Agency: Innocean USA, Creative Director: Jason Sperling, Art Director: David Mesfin, Art Producer: Melanie Tongas, Produced by Picture Matters and John Morgan, studio: C2 Los Angeles, retouching film and photography: Harvest Digital Agriculture
GoSee : upfront.de
For more than 30 years, Chinese artist Ding Yi has been drawing one motif : crosses. His pictures are hanging in museums, galleries, and in the homes of private collectors – and one will soon be driving the streets of Shanghai. Created as part of PORSCHE’s special wish program is an inspiring vehicle based on the Taycan Turbo S. Both on the exterior body and the interior of the sport sedan are excerpts from Ding Yi’s ‘Appearance of Crosses 2022-2’.
Simon PUSCHMANN c/o UPFRONT photographed a blue stand-in car; the exact same model as the actual art car in a set designed by him. The set was built and the pictures were taken in a studio in Shanghai. His colleague Richard Monning later shot the actual art car in Stuttgart and transferred the design elements (the crosses by artist Ding Yi) and the wheels to his car. He was also in charge of post production and finalized his set using CGI.
Ding Yio, born in 1962 in Shanghai, is one of the leading abstract artists of our times. Since 1988, Ding Yi has been using the visual symbols x and + in his paintings. Over the past 30 years, he has experimented with several forms of expression. Ding Yi has reflected on urbanisation with concrete art and attempted to express more emotions from a macro perspective. Ding Yi’s works are purchased by renowned museums such as the Centre Pompidou (Paris), the M+ Museum (Hong Kong) or the British Museum (London) (source: Porsche).
Client: Porsche (China) Motors Limited, agency: Saatchi & Saatchi China, production: MotoProduction China, photography and set design: Simon Puschmann, additional photography, CGI and post production: Richard Monning
GoSee : upfront.de
