Audi collection Fashion Fotoshooting
The idea behind it.
The products from the Audi collection are just as diverse as Audi fans themselves. Our four fashion collections are aimed at target groups with different wishes and aspirations. Photo shootings take place regularly in order to present these collections in the best possible way. The goal: to optimally stage our products, to show them in a suitable environment and thus to make them fully accessible.
Emotionally charged pictures of this year's autumn collection for the Audi Fashion Paper come into being at the Audi Fashion photoshoot. This will then be available for download in the Audi collection online shop as well as made available to Audi dealers and importers.
Four collections – four locations.
“It is up to us to shape the memories we will look back on one day. The Audi collection provides the moment with something out of the ordinary.”
To visualise the diversity of the four collections, Audi, together with the Philipp and Keuntje agency, quickly concluded that the shoot should take place in four different locations. The choice for the location of the shoot fell on Hamburg. The Hanseatic city is extremely diverse and varied with its proximity to the water, distinct cultural and creative scene and multi-faceted architecture and design landscape.
Audi regularly receives support from Philipp and Keuntje (PUK) when creating the Audi collection Fashion Paper. The agency's headquarters are in Hamburg; therefore, it is also very familiar with the local conditions.
Planning is everything.
At the beginning of each successful photoshoot is a well thought out concept. This time it is called "EXPERIENCE – LIVE THE EXCEPTIONAL." It's about capturing special moments, even in everyday life, and focusing on the really important things – things that make you happy and that you will remember later.
Once the conceptual framework has been created, products from the Audi collection range that match the content are selected and are staged during the photoshoot. The selection is made by Audi in coordination with PUK. Audi product managers are also involved in the process. They know which product details are important and should be applied to the shoot.
The model selection is done by Audi through the MBS agency. Their portfolio also includes photographer Anna Stoll and her assistant Paul Ischebeck.
A detailed schedule for the shoot determines when and where motifs are photographed and by whom. A production manager takes care of the smooth running of the organisation process on-site, this time Philip Wichmann from 70seven will be in charge.
Before a photoshoot starts, a so-called location check is necessary. Conditions are checked on-site in order to save valuable time during this process. The location check for the Audi shooting takes place in the morning of the first shooting day. Together with PUK, photographer Anna Stoll and her assistant inspect the Hamburg Schanzenviertel and the outdoor area behind the harbour museum – the two locations for the Heritage and Quattro Collections.
The following is checked during a location check:
- Which lighting conditions prevail and which technology is needed?
- What special features (colour scheme of buildings and facilities) and suitable perspectives are there?
- How can one's own equipment be used? (Wi-fi, power connection, for example for laptops, lamps etc.)
- Is there a place where the equipment can be safely stowed?
- Is there a room where the models can change, be made up and styled?
Day 1 – Audi
The Audi Collection includes only high quality, classically discreet premium products. Outfits and accessories from this collection are suitable both for business as well as for private events.
“A businesswoman on a trip sits in a fine restaurant. She is spending her lunch break enjoying some exceptional food.”
A fine restaurant was sought out in advance for the shooting of these products – chic and modern furnishings with a glass front. The Heritage restaurant at the Design Hotel Le Méridien – with spectacular panoramic views of the Hamburg Outer Alster ended up being chosen.
The photoshoot starts with the arrival of all twelve people involved that day. First, some organisational issues are clarified: which areas in the restaurant are planned for the shoot? Where can outfits and equipment be stored? The restaurant officially opens only at 6 pm, there are only a few guests present. These are indeed the best conditions for undisturbed and concentrated work. The picturesque view of the Alster ensures a great atmosphere right at the start.
After a short round of introductions, we start prepping our model Lika. Make-up artist Timo Pravitianos takes care of hair and make-up. This is his second time working for Audi. Depending on the model, there are different challenges for him:
„Models with short hair and clear skin are prepped more quickly than the models with long or fine hair. We don't use make-up on our child models. We only usually comb their hair and make sure their faces are clean.“
– Timo Pravitianos, make-up artist
Timo, as the make-up artist, makes sure that hair and make-up look good at all times during the shoot and, if necessary, takes care of small corrections. Faces are often powdered more in warm temperatures and hair has to be fixed in windy conditions or between pose changes.
Caro Haak is the stylist for outfits and accessories. The concept already specifies which garments are to be worn and in which combination. Caro explains which outfit is being photographed to the model and helps her get dressed. Other than the photographer, PUK and the make-up artist, Caro is one of the most active participants during the shoot. She makes sure that the outfit sits well, does not wrinkle in the wrong places and that the details of the respective products are not hidden.
The shooting of the first stills begins in the restaurant bar area at the same time as the model is being prepped. "Stills" are still lifes: products are positioned without models and photographed with different backgrounds (on the bar counter, a table, a chair, etc.). These shots are produced from different perspectives depending on the environment, depending on the lighting conditions with mechanical brightener or darker. The glass front in the Heritage Restaurant provides a good natural lighting situation so that only minor corrections are needed.
Telling a story with a single picture or a short photo series: various situations are now being staged in order to produce the optimum result for the Audi Fashion Paper. The first scene for the Audi rings collection is the businesswoman who is dining in the restaurant. For this, a visually appealing dish is prepared and made available from the restaurant's menu.
Day 2 morning – heritage
Day two of the Audi Fashion photoshoot will feature the heritage collection in the morning and the quattro collection in the afternoon
“A young, independent man walks through the city. Along the way he explores the industrial, but charming old-fashioned architecture.”
The Heritage collection pays homage to Audi's historic achievements in motorsport. The lifestyle items in retro look show off the charm of the 1980s. Classic colours and design elements, such as rhombus-shaped stitching, are reminiscent of earlier times and of the original racing suits of the Audi drivers.
What goes better with the heritage collection in vintage design than the Hamburg Schanzenviertel? The "Schanze" is typical Hamburg with its brick buildings and graffiti and poster covered walls It combines playful historical charm with modern zeitgeist.
It starts with the meeting in front of the Hermetic Coffee Roasters Cafe in the Hamburg Schanzenviertel. The model for the Heritage products is Thiago from the Talents Models agency.
„It was my first time working for Audi. I really liked the heritage polo shirt with its rhombus pattern on the shoulders. Reminds me of the Audi racing suits.“
– Thiago (Talents Models GmbH)
The first scene is shot in Schlachthof Alley. Here the team encounters one or two curious onlookers – a professional photoshoot does not go completely unnoticed.
Other scenes lead us to the so-called Lattenplatz, where the Flohschanze (an alternative flea market) takes place every Saturday. In addition to various poses on the steps there, close-ups of the Heritage chronograph watch on Thiago's wrist are also taken. We go back to Hermetic Coffee Roasters for a cup of Americano and the last part of the shooting.
Day 2 afternoon – quattro
quattro is young, innovative and dynamic. The products radiate modernity and the winning mentality of the all-wheel drive. A high degree of functionality and practical features provide the wearer with safe fashionable comfort at all times.
"A young couple walk with their child through the port area at the edge of the city."
– From the concept of the Audi collection Fashion Papers
Thanks to impressive cranes, old freight cars belonging to the port railway and the harbour basin full of historic watercraft, visitors of the harbour museum can experience the atmosphere of the Port of Hamburg from another era up close. It is ideally suited as a location for the quattro collection photoshoot because it is a real family outing destination.
The shoot starts with photographing stills of some quattro products. Erti is styled and made up in one of the historic carriages during this time. The male model (from Vida Models) is playing the role of the father today.
It is the most demanding shoot yet, seeing as all three models are to be photographed in different set-ups and situations specific to the quattro collection. Today, Frida, a child model, is also on set. A relaxed atmosphere on set is crucial for success. Frida's mother and older sister are on-site to provide both supervision and a playmate. The little girl does her job very well because she has no fear of physical contact, interacts well and leaves a smile on everyone's face.
The most important things is that she has fun on the shoot – this usually automatically leads to great results. What we also pay attention to, is that she is as rested as possible. Otherwise, she would get too tired too quickly.“
– Frida´s mother
Break during the rain
After the first scenes we have to take our first longer rain break. We work continually between the rain showers. Since rubber boots are also part of the child's outfit, the rain is not entirely inconvenient – somehow the weather in Hamburg timed this well.
Out of the blue, the harbour basin is awash with commotion. Little Frida loses one of her rubber boots while swinging between "mum" and "dad" and it lands straight in the harbour. Not to worry, just ask Caro: Frida gets a new pair of rubber boots in a different colour.
Day 3 – Audi Sport
The Audi Sport collection consists of lifestyle products with a sporty touch. A very special motorsport feeling can be integrated into everyday life thanks to high-quality and functional articles. The products with the red rhombuses also inspire motorsport fans when they are not on the racetrack and fit into a dynamic lifestyle.
"Father and son spend a boy's weekend at home. They play together in the garden, take care of the car and enjoy spending time together."
– From the concept of the Audi collection Fashion Papers
A father spends a day with his son and gets ready for a boy's trip. The last day of the shoot takes place at an exclusive location – in a mansion in Hamburg's Poppenbüttel district. Another special feature: a powerful white Audi RS 3 sedan is now part of the staging.
Fuel consumption, combined*: 8.5 l/100kmCO₂ emissions, combined*: 194 g/km
Fuel consumption, combined*: 8.5 l/100kmCO₂ emissions, combined*: 194 g/km
The shooting predominantly takes place in the entrance area and in the driveway of the house. Anna Stoll starts with some stills from the Audi Sport collection: including a cuddly soft play blanket, toy cars and a motorsport plush bear.
The products are then photographed again interactively. Today, the child model is five-year-old Avi. His mother describes him as a rather shy boy. However, it doesn't take long for Avi to steal the show and keep everyone on their toes during the shoot. He is very curious about the toys from the Audi Sport collection and, of course, about the real Audi, which he is allowed to sit in today. As with all children, the shoot works best with Avi when he is well-rested and is not in daycare beforehand, says his mother.
Many scenes arise naturally just from Avi's playing. Only a few instructions from the photographer or the art director are necessary.
Sebastian from the paragon model agency plays the role of Avi's father. Sebastian is also excited about the Audi RS 3 – especially after starting the engine.
Improvisation and timing
In general, all those involved in the Audi Fashion photoshoot are very flexible. An example situation: the shoes intended for Avi do not fit him, so he just ends up using his own shoes. Although the concept is roughly provided, the character traits and behaviour of the child models are considered and integrated fluently into the staging to ensure the highest degree of naturalness. Scripts, such as those used in the TV and film industry, are not used here.
Although the three-day photoshoot seems long at first, time flies by and needs to be taken advantage of so that every planned scene and product can be photographed. Prior to this, the prioritisation of products, scenes and perspectives must take place.
"I'm satisfied with all three shooting days. It was great fun to work with the team. This time there was a rainy day on set, which I haven't had in awhile. The rain didn't ruin anything because the interruptions were only short-lived and it fit perfectly with the child model and her rain boots."
– Anna Stoll, photographer
After the shoot
The photographer hands all the photos are over to the Art Direction Agency, which then selects the pictures and discusses them with the client. Pictures are retouched by the MBS agency. PUK then creates the layout for the Fashion Paper and formats the pictures. The final version of the fashion Paper is finally available after some feedback between the client and the agencies.
Take a look behind the scenes of the Audi Fashion and Lifestyle photoshoot. We have put together selected behind the scenes moments for you in a small 'making of' film.
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