The rebranding of SEAT and the product launch of the new Ibiza.

  • Type Art direction of photography, art direction of post production, design, management.
  • URL www.seat.com

As design director / snr. art director, my challenge was to oversee the creation of SEAT's new lifestyle approach and re branding. Working closely with renowned fashion and automotive photographer Uwe Deuttmann we shot the new SEAT Ibiza launch campaign in LA. Above is a conceptual scamp to portray 'performance' for the new SEAT Ibiza FR.

Shooter: Uwe Duettmann, setting up camera angle on the glass rig.

Shooting late in the year in LA. Amazing how quickly the sun moves between the buildings allowing small window of opportunity to get the shadows just right.

Final image. Liked so much by James Muir, President of SEAT, he asked for a print to be displayed in every SEAT dealership.

Another great rig shot from Uwe, shot at Zuma beach Malibu, California. Retouched by Peter Ruebenian, Digitales Leben, Cologne.

Nice to create an interior shot on location, rather than the studio. And where nicer than Zuma beach Malibu, California?

New lifestyle approach for SEAT. Warm, emotionally engaging and real.

New lifestyle approach for SEAT. Warm, emotionally engaging and real.

New lifestyle approach for SEAT. Warm, emotionally engaging and real.

New lifestyle approach for SEAT. Warm, emotionally engaging and real.

Online usage.

Car to car shot. Adding to the new lifestyle approach for SEAT. Warm, emotionally engaging and real.

Hero shot for the new SEAT Ibiza 5dr.

New lifestyle approach for SEAT. Warm, emotionally engaging and real.

New lifestyle approach for SEAT. Warm, emotionally engaging and real.

Front cover shot for the new SEAT Ibiza launch brochure.

New lifestyle approach for SEAT. Warm, emotionally engaging and real.

New lifestyle approach for SEAT. Warm, emotionally engaging and real.

Hero shot for the new SEAT Ibiza ST

New lifestyle approach for SEAT. Warm, emotionally engaging and real.

New lifestyle approach for SEAT. Warm, emotionally engaging and real.

New lifestyle approach for SEAT. Warm, emotionally engaging and real.

Behind the scenes with Uwe and our own traffic cop.

Setting up for the ATL launch campaign.

Final shot for ATL. AD: Paolo Furlan.

New lifestyle approach for SEAT. Warm, emotionally engaging and real.

New lifestyle approach for SEAT. Warm, emotionally engaging and real.

New lifestyle approach for SEAT. Warm, emotionally engaging and real.

Only in LA...

Our traffic cop for the day. Only in LA...