CLIENT: MCLAREN
CREATIVE DIRECTION: ALAN FIRMAN
PHOTOGRAPHY: PHILIP E JAMES
RETOUCHING: SHADOWPLAY®

 

Shadowplay recently headed down to the Mclaren HQ in rural Surrey – the building designed by the great Norman Foster provided a huge amount of inspiration for the up and coming 2014 merchandise shoot. Mclaren were looking for a visual aesthetic that could be used throughout the Formula one season yet remain fresh and visually appealing when used in conjunction with each new grand prix.

 

The final feel for the imagery was to place the drivers and models within a projected environment allowing us to refresh the imagery for each Grand prix yet at the same time allowing each image to have its own unique interaction between the drivers/models and the projected scene. It was key to keep this interaction in the post production process whilst at the same time making sure the merchandise came through.

 

The theory behind the look was that the overlay of the projection on the drivers and clothing acted as a means to draw the three elements together. The drivers and clothing became a canvas to show off the particular individual qualities of each race and showcase the unique culture & qualities of the host city and nation.