News // 27 News by He & Me
Tom and Yona, aka HE&ME, photographed the campaign for the new KIA EV3. Organized by production company FALCA from Barcelona, the shoot was realized amid the picturesque landscapes of Spain.
“We were lucky to work with such a wonderful team, consisting of the agency, client and production company, on this KIA EV3 project. The shoot was organized by Falca from Barcelona and realized in the south and west of Spain. The wonderful days, some longer than others, almost flew by working side by side with Anna Berlin from Innocean, who was in charge of creation. Thanks to great clients on the Kia side, the whole team has been just that, a team.” HE&ME.
The KIA EV3, an all-electric compact SUV, is setting new standards with its design and innovative technologies in the EV SUV segment. According to KIA, the model combines playful design with thoughtful functionality – that maximizes space and comfort in the compact SUV for every drive. Karim Habib, Head of Design at KIA, tells us that the EV3 embodies the ’Opposites United’ KIA design philosophy perfectly.
The campaign was created by HE&ME, Innocean and KIA – staging the EV3 in modern visuals thanks to the harmonious collaboration between them as well as the joy and passion put into the project.
20.09.2024
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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 crazy (which we mean very affectionately) agency 14 Barcelona. And inimitable Producer Susana Boix from Blank Productions knew just the right guy for the job in Madrid, where the shoot took place. He could make our car virtually fly – for the campaign key visuals with the car hanging upside down.
A second part consisted of various service and accessory motifs. Here, too, the perspective was partly changed. Since it would have been more difficult to hang the cars on a wall, we used CGI. Otherwise, all vehicles were photographed. Once the shoot was complete, Trey once again put on finishing touches in post production and CGI.”
The result perfectly underscores the slogan for the Cupra model: ‘Break Rules. Set Standards.’ CUPRA sees itself as a challenger brand that breaks conventional rules – setting it apart from traditional carmakers.
With the Tavascan, CUPRA demonstrates that electric mobility is not only sustainable but can be just as exhilarating and stylish. The claim asks us to break old rules and set new standards in terms of how we think about performance, design and innovation in the automotive industry.
The CUPRA Tavascan is an SUV coupe and the second fully-electric model of the young and dynamic CUPRA brand, a spin-off of SEAT created to develop sportier electrified vehicles that break the mold.
11.09.2024
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HE&ME photographed the campaign for the GENESIS G70 and G80 on commission for Innocean in Los Angeles – marked by a playful approach with colorful accents.
HE&ME on the campaign : “We shot this project with vivid colors on flat surfaces in understated architectural settings. For the Genesis G70, the outfit of the model echoes the finish of the car.
For the Genesis G80, the vehicle is accentuated by the color of the architectural backdrop as well as reflections in tones of ocher. Finally, we had another shoot in LA with wonderful weather and extraordinary people to work with. What an experience. Will definitely be coming back to the City of Angels. Any time."
He&Me met in 2003 as assistants while visiting the world-famous town of Friedrichshafen in Southern Germany – and thought it could hardly get any better. Several years later, Tom and Yona are still working together as HEckl and MEnnemann - combining their passion and talents quite successfully for brands such as AUDI, BMW, Toyota, Genesis, Honda, Volkswagen, Mercedes-Benz, Lexus, Bose, Corvette, Mini, Cadillac, Porsche, Hyundai, Peugeot, Renault, Ford, Nissan, Mazda, Scion… just to name a few.
10.09.2024
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