“A mind that is stretched to a new idea, never returns to it’s original dimension’’
This quote was the creative premise for the S-Class brochure as the latest model was full of new technology and design innovation.
The photography had to live up to this expectation too – front headlights became wings and the beautiful wood inlay from the dashboard looks very much like a bow of a cello.
Albert Watson was chosen for the black and white portraits, which were art directed in his New York studio.
These images, juxtaposed with atmospheric driving shots, give the brochure a distinctive personality.
This brochure won a D&AD award.
The project included:
Conception, design and art direction of all photography – location, studio and technical., copywriting.