Read our new manifesto
22 - 26 March

Festival for a rapidly changing world

Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Ad of the Day: Volkswagen enlists blind photographer Pete Eckert for luminous Arteon shoot

Pete Eckert for Volkswagen

Volkswagen has partnered with photographer Pete Eckert, a self-professed “visual person” who “just can’t see”, to produce a luminescent 10 image series capturing the avant-garde design of its new Arteon model.

Eckert lost his sight as an adult after being diagnosed with Retinitis Pigmentosa. The Californian was trained in sculptural and industrial design, however only began to “take photography seriously” once he’d completely lost his sight.

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. Alongside Eckert’s photos, the project also features a behind-the-scenes film of the shoot.

Xavier Chardon, head of marketing of the Volkswagen brand, said: "The new Arteon represents expressive, avant-garde design. Pete Eckert has presented this design in a unique way.

“The images he has created are genuine works of art and have a very special atmosphere that only he can create. We have found Pete to be an impressive personality and would like to thank him for the fantastic cooperation.”

Overall Rating
4/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis