Mullen and Lowe asked for 6 images (3 interiors, 3 exteriors) for the launch of the Acura RDX PMC. Based on our long lasting relationship, the agency trusted us to take on more responsibility than ever before: our creative director was to creatively lead the vehicle shots.

Challenge

At vehicle shoots, we normally attend to capture domes in anticipation of the CGI portion of production. But, they’ve come to expect that our Creative Director will come to set with a traditional camera, capturing his own images to aid our work. With their trust in us, it was time to take our relationship with Acura to the next level.

Now, our Creative Director was to lead full vehicle shots, finding angles and compositions, and recommend them to Acura's Art Directors. Each project would start with a walk around the location with Mullen Lowe, finding possible angles and positions, and the best time of day to shoot certain areas. The surprising location selections (the yellow is a school in Inglewood, Los Angeles) made for cool images. Our teams' approach in this way allowed for all to appreciate the way the vehicle would interact with the environment, and allow informed decisions on focal lengths and more.

PRODUCTION | RETOUCH

Solution

What yielded were sleek, eye-catching images of the Acura RDX PMC, created in true partnership with Mullen Lowe and the brand. Our photographer has built such a strong relationship and trust with the agency that they allowed us the freedom to shine here. The images can be found as the lead images on the webpage showcasing the Acura RDX PMC.

final | INTERIOR MAJORS