He & Me Soak Up the Sun for Audi's A3 Cabriolet
He & Me captured summertime luster in its recent brochure for the Audi A3 Cabriolet. "The idea to use multicolored umbrellas came from the art director, who had noticed similar scenes in Vietnam," said photographers Yona Heckl and Tom Mennemann. "The team blocked off an entire street in Barcelona – a great city to work in thanks to the older buildings and new architecture combined with the seaside, mountain, and clouds – and installed the 300 umbrellas."
Heckl and Menneman then shot a stand-in vehicle to keep the car hidden from public view and caught the actual A3 Cabriolet in an open-air, Málaga, Spain studio. "It was important to recreate the reflections from the street pictures," He & Me noted, "so we strung umbrellas atop the Cabriolet and built walls surrounding it to achieve the right appearance." They later composited together the two sets of images.
"In the end, the pictures had a sort of editorial look to them, with the vibrant colors," He & Me added. "It was a fashionable direction for Audi."