When Falken Tire decided they were going to run an all Honda ad on the back cover of Honda Tuning Magazine, their creative department, headed by James Yim, knew it had to make a statement. Their solution was to include a lot of cars...45 to be exact. Here's how they did it.
My good friend, and incredible photographer, Steve Demmitt was chosen to execute this ad for Falken. Here's what Steve has to say about the shoot:
"At the end of 2012 I was commissioned to shoot a Falken Tire advertisement involving forty-five Honda Tuner cars organized in a massive group photo. The final ad would be printed on the backside of Honda-Tuning magazine and shown for the entire year of 2013. The original concept involved shooting from a helicopter to achieve an aerial perspective of the ground with the group of cars laid out in the shape of an "F" for the Falken Tire logo. Due to time constraints, it was decided to forego that idea and find an alternative.
As you can imagine the sheer scale of the photo shoot would involve some serious planning. After a few mockups and some back and forth discussion, it was decided to shoot the cars in a tight symetrical formation. A scissor lift would be used to achieve a high enough angle to position the camera so that all the cars were in view. To accomodate a large enough space for the photo shoot, we scouted various locations and decided on the parking lot at the Auto Club Speedway in Fontana. The camera used for the photo shoot was a Hasselblad H4D-60 w/ 80mm Lens. A medium format w/ digital back capable of capturing 60 megapixel images with a 8956 x 6708 resolution. For lighting, we used a combination of ambient light, Alien Bees B800 strobes w/ Vagabond power packs and PocketWizard remotes to trigger them."
In the end, Steve composited over 50 individual images into the final piece.
Here's Steve checking the composition behind the Hassy.
One of the test compositions made out of Hot Wheels cars.
The final composited piece.
The final ad as it ran on the back cover of Honda Tuning Magazine.