The making of: LINCOLN

…and it is true. Clemens is not the usual car photographer. His background is more in fine art landscape photography, so the decision of agency Hudson Rouge’s creative director Alec Vianu to hire Clemens Ascher to give an entirely new look to such an iconic brand was quite bold and unexpected, but surely right! Supported by our New York team who was brought in for advice and skills on look development and retouching on set, and an experienced lighting crew, the final images have something unique.

(Click on the images to enlarge)

13-117_ASCH_HudsonRouge_Lincoln_SHOT02_COMP09_LAR_FlatFinalSent
13-117_ASCH_HudsonRouge_Lincoln_SHOT15_COMP05_DAV_FlatFinalSent
13-117_ASCH_HudsonRouge_Lincoln_SHOT14_COMP08_LAR_FlatFinalSent
13-117_ASCH_HudsonRouge_Lincoln_SHOT18_COMP07_DAV_FlatFinalSent

Many extra elements were shot separately from car and landscape and afterwards comped in to give an extra touch of whimsy. The combination of very minimal and graphic spaces enriched by small touches of colours and natural elements, the milky and creamy tonalities, have formed a quite distinct style, pretty new to car photography!
Good luck Clemens in all your future work!

Below a short making-of for one of the images.

lincoln_01_0001

…and the fantastic crew!

Lincoln Crew
chr_13-06-11_11.15.01

Photographer Clemens Ascher:

chr_13-06-11_15.49.24

Creative Director Alec Vianu:

chr_13-06-11_14.44.27
chr_13-06-13_20.21.12
chr_13-06-16_19.06.30
chr_13-06-16_01.31.17
chr_13-06-16_21.19.06
chr_13-06-16_21.50.28
chr_13-06-17_22.03.14
chr_13-06-17_22.18.49
chr_13-06-18_00.01.24

Posted by Alessandra

CREDITS:
Client: The Lincoln Motor Company
Agency: Hudson Rouge
Creative Director: Alec Vianu
Art Producer: Amita Starosielski
Photographer: Clemens Ascher
Post Artist: Recom Farmhouse

© Copyright 2020
MAD LOVE or how we make pictures Recom Farmhouse

Privacy Policy