"Usually we look at car campaigns through the sole eye of performance. However, this time I was commissioned to portray a car in relation to the people who use it. It was all about the lifestyle that goes along with using this car. And that’s why I’m so proud of this campaign. I finally got to unite the highest techniques in shooting cars with directing this lifestyle feel that needed to go along with it.
I got the feeling that my team and I got to humanize the machine. Cars can be more than design and performance - cars can be about fun, cars can even be about putting people together to fulfill their interests aside from only driving. Ultimately, this car can take you to places with the people you want to be with. In this campaign it is about the people using the car and not the other way around."
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