Volkswagen: Arteon shot by Pete Eckert by Grabarz & Partner & Hamburg
The Drum Creative Awards are here to fly the flag for creativity in the midst of the digital revolution
Volkswagen has partnered with photographer Pete Eckert, a self-described “visual person” who “just can’t see”, to produce a luminescent 10-image series capturing the avant-garde design of its new Arteon model.
Like all of his subjects, Eckert shot the Volkswagen Arteon after researching its features and gaining sensory impressions of the car by feeling and tapping. The photographer shot in complete darkness with an analog camera and light sources using long exposure times and double exposures to create his signature “light paintings”.
Volkswagen worked with German creative agency Grabarz & Partner to devise the campaign. Alongisde Eckert’s photos, the project also features a behind-the-scenes film of the shoot.
Director – TJ O'Grady Peyton, represented by Decon