• 2.4.14

    Michael Schnabel Takes It to the Streets for Ford Germany

    Michael Schnabel's shoot for Ford Germany differed from his other auto campaigns in several ways; for one, he found himself on the streets of Berlin, Frankfurt, and Hamburg waiting for parking spots to open up.

    "Ford wanted to depart from very clean and retouched pictures and to root the images in real life, as though the vehicles were seen on the road and a photographer happened to snap a nice picture," Schnabel explained. "Some of the critical shots required scouting and permits, as usual, but for some shots, we drove through a city the night before and would return in the morning to park the Ford Fiesta or Mondeo – or come back in a few hours if a car was already there." Granted, the unknown caused a slight amount of stress, but, "at the same time, the flexibility provided plenty of opportunities," Schnabel noted. "The client trusted me and I trusted that things would fall into place." The concept also meant that street-scene elements like barricades, lampposts, bike racks, and hedges could be in front of the car and obstructing a full view.

    Schnabel noted that the images appealed to the younger crew members. "Simply basing the campaign in Germany makes Ford more attainable for the people here, because it's not the Californian desert or a West-Coast mountaintop," he said, "It's around the corner from where they live ... where they see cars. They liked what we were doing."

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