For Audi, HE & ME created the campaign visuals for the new RS5 models – a production that visually and logistically moved between two very different worlds: the rugged landscapes of Iceland and a studio in Hamburg.

Together with the team at thjnk Hamburg (Rika, Myranda, Laura, Roman, Jan and Ihno), the creative team developed the visual language for the campaign. The atmospheric backplates as well as the models were photographed on location in Iceland – surrounded by dramatic volcanic landscapes, mist, wind and temperatures well below freezing. The production was supported by Pegasus Productions (Styling by Sophia Costima, Hair & Make-up by Katja Maasen).

The cars themselves were photographed later in Hamburg using Gybow technology in the studio, allowing for precise vehicle photography under controlled conditions.

Production logic at its finest: while the team was freezing on location in Iceland, they later found themselves standing in a dark studio in Hamburg – while outside the... more