September 22, 2023
Italian automaker Lamborghini is collaborating with a prominent creative force for its latest release.
Anticipating the delivery of its first few hybrid supercar units by Q4 2023, the luxury brand begins a partnership with award-winning Dutch photographer and filmmaker Anton Corbjin in honor of the Revuelto model. Known for his visual work on a number of well-known films, and with famous musical acts such as Depeche Mode, U2, David Bowie and Joy Division, among many others, the artist provides his talents to promote the powerful first step in the company’s electric future.
Among the trees
For the collaboration, Mr. Corbjin and the Revuelto traveled to the Dolomite mountain range, near the northern border of Italy, for a picturesque photo shoot.
The visual artist has made a name for himself churning out portraits of musicians and creating album cover art, and brings this mentality to the task of showcasing the vehicle — the brand refers to this process as an attempt to turn “the Lamborghini Revuelto into a rock star.”
Mr. Corbjin clues audiences in on his process in a Lamborghini interview
In capturing the supercar on camera, Mr. Corbjin describes approaching imagery as though he were taking pictures of animals in nature, contrasting the craftsmanship of the mechanical marvel with the greenery and forest surrounding the makeshift set.
“People say that I have a style, but I always think that style is defined by your inability to do it any other way,” said Mr. Corbjin, in a statement.
“Lamborghini represents sophistication in cars; it is a beautiful, sophisticated and chic name for any product,” he said. “We chose the Dolomites to make the car feel like it’s a foreign body in the forest, like an animal raring to go.
“Nature is fantastic to work in but it’s very difficult because nature is usually so beautiful it takes over; the car balances out the beauty of the forest with the visual power of the car.”
He’s worked with the greatest names in music and the arts — now legendary photographer Anton Corbijn turns the Lamborghini Revuelto into a rock star.#Lamborghini
CO2 Emission and Fuel consumption combined: https://t.co/MLO6PI23fq
— Lamborghini (@Lamborghini) September 20, 2023
Taking pictures at all times of day during a two-day period in the mountains, Mr. Corbjin helps the automaker further its 60th-anniversary celebration, already headlined by a podcast launch (see story), a newly published account of the company’s history (see story) and record financial results (see story).
Mr. Corbjin’s shooting style is best described as black and white with bursts of color, creating a rich contrast. He uses this dichotomy while exhibiting the Revuelto, itself navigating between two worlds as the first hybrid supercar from Lamborghini.
“Minimize your choices and then become very inventive with the little things you have left,” said Mr. Corbjin, in a statement.
“I photographed black-and-white in the beginning because it was the only thing I could develop myself,” he said. “Then I found it was stronger than color in terms of self-expression.
“With just two lenses and a camera, I will always be able to make a picture.”
Partnerships between artists and luxury labels can signify the highest form of brand cooperation; automakers have been particularly apt to act on the longstanding tradition in recent months, spanning exclusive designs, vibrant home releases and virtual concepts.
German automaker BMW’s “Art Car” initiative named its newest collaborator in July, furthering the company’s 50-year heritage of the pieces (see story). In a similar action, British automaker McLaren recently commissioned an emerging talent for a one-off Artura car wrap (see story).
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German automaker Porsche has also acted on the surge of activity in the art world.
In May, the company capped off its “No Passengers” series that spotlights creative virtual takes on electric vehicles, heralding the work of French designer Nelly Ben Hayoun-Stépanian (see story). Later on in the summer, the manufacturer partnered with online paint brand Backdrop for a line of colors inspired by its cars for in-home use (see story).
The optics of luxury labels working with known entities in creative fields lends an air of prestige to the participating public-facing endeavors – because of this, the trend will most likely not end any time soon. The recent overlap between the automotive industry and this tendency is merely the latest widespread instance of this classic marketing tactic.