Photographer duo HE&ME have made a name for themselves with their creative approach – particularly when it comes to transportation. For the new campaign for the CUPRA TAVASCAN, they consciously decided against using CGI and opted for a more daring feat: actually hanging the car – physically. For a more vivid take on a change of perspective.

The project, created in collaboration with the agency 14 Barcelona and Producer Susana Boix from Blank Productions, is both a technical and creative masterpiece.

HE&ME tell GoSee : “This production was unique. When we received the enquiry for this crazy project, we immediately thought, we’re not going to do this with CGI, we’re actually going to hang the car. At that moment, we had no idea how, but we thought it had to be possible somehow. The basic concept was that this car changes your perspective. We turned the tables and changed the perspective of the car.

A once-in-a-lifetime chance all made possible by daring client Cupra and the totally...