Munich

Focus on: the Audi e-tron Triple 2020

Over the past year Audi has reinforced its partnership with FC Bayern Munich with the exclusive e-tron Triple 2020. Automotive photographer, Frederic Schlosser, has artfully showcased the specially designed Audi in FC Bayern Munich’s home stadium, the Allianz Arena. In this interview, he tells us exactly how the shoot took place.

04/01/2021 Reading Time: 3 min

Frederic, describe your work as an automotive photographer
Frederic Schlosser:
My work begins several weeks before the actual car shoot with a so-called ‘director’s interpretation’. With this I try to give everyone involved in the project a feel for the world that I want to create visually. The next step is to find the right location for the creative realisation. Once that’s done, different angles, exposures and other parameters are tested on any random car and discussed with the team. Only when everything fits is the date for the shoot fixed, and that’s when I will finally realise the visualisation.

As well as the photography, you also take care of the retouching of your shots yourself.

That’s right. Editing accounts for about a third of my work. In post-production I optimise the photos I’ve taken so that they match my concept, vision and desired look. This isn’t about alienation, but rather about providing the finishing touch to a work of art. Post-production also involves removing dirt or distracting reflections in the paintwork from the photo and depicting the product in shape and colour in the best possible way, but it is only when I add the particular look that I give the image a personal touch. So, for example, dark subjects can appear even more dramatic and light subjects even friendlier.

With its extravagant wrap, the Audi e-tron Triple 2020 is a real showstopper and a very rewarding model. How did you work out the car’s characteristics?
With its extremely detailed design, the model is definitely a real eye-catcher! The Audi e-tron impresses with its hard, sharp edges and a cooler appearance. These factors naturally have an influence on my staging as such a car can be represented very confidently. The e-tron as a mystical hero and winner – that allows for a certain amount of drama. When combined with the impressive architecture of the Allianz Arena, it gave us an optimal presentation.

“The Audi e-tron impresses with its hard, sharp edges and a cooler appearance. These factors naturally have an influence on my staging as such a car can be represented very confidently.”

― Frederic Schlosser, Automotive photographer

So it’s about more than just the car?
It’s about finding the perfect balance between pure product photography and emotionalization. The almost surreal atmosphere created by an illuminated Allianz Arena has worked perfectly for our subject. Normally, the terraces in the Arena are packed with fans and you can literally feel the energy. Taking photographs alone at night in an empty stadium, on the other hand, creates a mystical and exciting atmosphere that you should sense in the pictures. To reinforce this feeling, we also worked with smoke machines and watered the location.

Is the right storytelling crucial for the perfect composition?
Nowadays a car isn’t just promoted as a product. There’s a complete lifestyle behind it which you want to share in. When you look at my photos, this mood should be within reach. With the help of individual photos, I tell an emotional story that you can empathise with. That’s why I like to develop a mix of hero pictures in which the product is perfectly staged, and photos that expand on it to create an even stronger connection to the surroundings and the respective lifestyle. The total package is crucial!

Audi e-tron Sportback: Power consumption, combined*: 24–20.9 kWh/100km (NEDC); 25.9–21.1 kWh/100km (WLTP)CO₂ emissions, combined*: 0 g/km

Audi e-tron Sportback: Power consumption, combined*: 24–20.9 kWh/100km (NEDC); 25.9–21.1 kWh/100km (WLTP)CO₂ emissions, combined*: 0 g/km

“Nowadays a car isn’t just promoted as a product. There’s a complete lifestyle behind it which you want to share in.”

― Frederic Schlosser, Automotive photographer

What plays a bigger role in the composition of your shots – creativity or technique?
Creativity, clearly. The product’s integration into a backdrop, lines on a façade that continue the car’s design, or a precise play of light and shade that highlights certain elements on the car – creativity is the interplay of lots of factors that aren’t subject to any great technique. You can realise any composition yourself, however unique, using a smartphone. What’s important is the eye and having a feel for the perfectly balanced weighting of all elements.

Art – in your case, photography – is constantly evolving. How will you shape your future as an automotive photographer?
In the final analysis, it’s your own drive that motivates you to constantly try out new things and develop even crazier ideas. With each project I try to set a visual benchmark, go a step further and surprise myself. People, new impressions or extraordinary situations inspire me. But even everyday situations – imperfect, emotional and honest moments which evoke a special atmosphere – can create ideas for new projects. The zeitgeist is evolving, as are people’s attitudes. Incorporating these influences into visual stories is very exciting for me. In the future I’d also like to tell stories that people can identify with to feel close to a product.

Frederic Schlosser, Automotive photographer

“With each project I try to set a visual benchmark, go a step further and surprise myself.”

― Frederic Schlosser, Automotive photographer 

Behind the scenes

The Audi e-tron triple 2020: this is what sustainable success looks like

Home of Football 11/30/2020

The Audi e-tron triple 2020: this is what sustainable success looks like

With the e-tron triple 2020 wrap, Audi is celebrating Bayern Munich winning the triple in 2020. Audi designer, Marco Dos Santos, explains the exclusive design of the car wrap.

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A combination of breathtaking design and electrified driving dynamics - that is the new Audi e-tron GT.

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Audi e-tron GT quattro: Power consumption, combined*: 19.6–18.8 kWh/100km (NEDC); 21.8–19.9 kWh/100km (WLTP)CO₂ emissions, combined*: 0 g/km

Audi e-tron GT quattro: Power consumption, combined*: 19.6–18.8 kWh/100km (NEDC); 21.8–19.9 kWh/100km (WLTP)CO₂ emissions, combined*: 0 g/km

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