He & Me Reflects the Driver's World for Scion
Cars are a reflection of their driver. They’re an extension of the life that the driver leads, representing who they are and where they are in their lives. No one knows that better than He & Me. The German photography duo, Tom Mennemann and Yona Heckl, have photographed dozens of cars for a huge array of brands, each with their own unique identities. Most recently He & Me teamed up with Scion to show off how the relationship between driver and car coalesces into a reflection of lifestyle. For the campaign they headed to southern California, taking advantage of the easy and bright energy there to play off what it is Scion is representing in the FR-S, one of their latest additions to the line.
Southern California offered the right kind of energy, but also the perfect visual setting to show off the Scion FR-S’ features. The agile, racing inspired car was created to handle squirrely roads perfectly, just like the roads that any driver would find outside of Los Angeles. “It was in LA, and most of the pictures you see were in the mountains of the Los Angeles area,” says Tom. “It was a nice mountain road, which was great.” They were able to close down the entire road so they could create exactly the right feel and exact total control over the aesthetic execution. The result is a hugely diverse collection of imagery that captures all sorts of driving experiences with a particular eye. But within that diversity is a very specific point of view directed towards a particular energy.
The colors that Tom and Yona used for this Scion campaign are almost dream like, with warm light and strong awareness of shadow. They employed these techniques to reflect the energy of Scion and who Scion is talking to when they create their designs. “Scion is a young spirit, so we decided to have a freshness of color,” says Tom. “At the same time that they’re drivers they’re still people living in the city and show the open spirit of that. So that’s the mixture. We tried to mix that up with the color and the kind of flourish they have.” Yona and Tom remind us that even though they’re creating a car campaign it’s crucial to remember that a driver is only a driver when they’re in the car. Outside of the car they have their own dreams and goals, and bring that lifestyle into the car with them. The car, and therefore the work that Tom and Yona creates, must reflect that reality. So that’s exactly what they do.