An effort was made for photos like on a movie set

The Smart Cabrio campaign by Weber Hodel Schmid placed the highest demands on craftsmanship and logistics, and the Swiss spring weather did not seem ideal for the presentation of a smart convertible. Guaranteed sunshine, an excellent infrastructure and the variety of attractive locations with European flair spoke in favor of a shoot in Miami, Florida. "The effort was huge, almost like being on a film set," Scheffold and Vizner recall. A crew of forty people and shoots lasting up to 16 hours were necessary to realize the four motifs. In order to achieve the desired visual result, the car had to be photographed while driving. "Such shots are associated with considerable technical difficulties in terms of focus and lighting," explains Istvan Vizner.
Solving these problems with technical skill and unconventional visual approaches is the ambition of the photography team. "A work is good when it optimally implements the task at hand," the two photographers agree.
For Scheffold and Vizner, one of the images for Wyler Werbung's campaign for the Tages-Anzeiger magazine also represents a perfect result. Above all because the mental vision and the real result matched exactly, the photography corresponded exactly to the client's idea. "That's where I get my sense of achievement," enthuses Fabian Scheffold, "when I see that my vision was right and it worked." Bruno Amstutz