First there was Hyundai and Annie Leibovitz. Now Lamborghini has enlisted another famous photographer to capture its brand.
Anton Corbijn might not be quite much of a household name, but the Dutch photographer, film director and music video director is the creative director behind the visual output of Depeche Mode and U2, having handled the principal promotion and sleeve photography for both bands over three decades.
Over the last decades, he is responsible for some of the defining images of artists such as David Bowie, Miles Davis, Bruce Springsteen and Tom Waits.
Now Corbijn is turning Lamborghini’s new super sports car, the Lamborghini Revuelto, into a rock star. He photographed the hybrid V12 super sports car during a shoot spread over two days in the Dolomite mountains.
“People say that I have a style, but I always think that style is defined by your inability to do it any other way,” Corbijn says in a release. “I didn’t have an education in photography so I’m just making do with what I have. Technique is low on my list and I can’t say I have mastered anything. You find ways to make something if you don’t have all the possibilities. I learned that from Brian Eno, actually.”
Lamborghini represents sophistication in cars, Corbijn says. The Dolomites mountains were chosen to make the car feel like “it’s a foreign body in the forest, like an animal raring to go.”
“Nature is fantastic to work in but it’s very difficult because nature is usually so beautiful it takes over,” he says. “The car balances out the beauty of the forest with the visual power of the car.”