Drive more. Own less.
The definition of luxury is changing. In the past, we had our status symbols parked in front of our houses. Now it’s not about what you own anymore, it’s about the experience and when you need it.In other words:
“Drive more. Own less". Cadillac’s new service ‘Book by Cadillac’ allows drivers in Zurich to book their cars on demand, different cars without owning them, whenever they need it.
Problems solved very quickly
Outdoor shooting in a city comes with numerous challenges. You have to clear out the street, the weather situation can be spontaneous, and you have to act extremely quickly due to the constantly moving sun and shadows from the buildings. You know that all these factors can have an enormous impact on the quality of the photos. We were able to prevent such problems with thorough planning and some luck. Some challenges, however, did require creativity. One example: There was a problem with a very dark area in one of the pictures. In order to solve this, I asked the client if he wanted to ‘fill a hole’ with me – so we did.
Side shots
MY ROLE
Conception and Copy
Creative Direction
Art Direction
Execution
Photographer: Frederic Schlosser