ADC Awards
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Category
Products / Commercial / Series
Annual ID
ADC101_PHO034M
About the Work
For the Lego MEA "Drive What You Love" campaign (which promoted the Lego Technic range of cars), I have created a series of images of Lego car models enlarged and composited to fit photographs of real locations set across the UAE. The aim was to make them look like they're real-sized cars, play with viewers' imagination and perception, and ultimately refer to Lego's long-term goal to inspire play.
I was commissioned by Lego Middle East to create images based on my personal project depicting Lego car models on the streets of Dubai. The brief was to replicate the concept and this time insert the car models into recognisable UAE landscapes - and make them look "real".
I have shot selected locations in the UAE (I drove around the country to get to previously researched locations). Together with the client we chose the best shots. Then I shot Lego car models (McLaren, Ferrari, Jeep and Porsche - I had to build the models myself, which was a fun experience) in a studio using lightning, angles and perspective matching location images (I wanted the car model to look like it's real - e.g. sand was added to the Jeep model).. The final step was to combine the two and create the final image.
It run on billboards in Dubai and Riyadh, social media channels of Lego. There was also an exhibition of the images in Dubai Design District in March 2021 and the 2021 Icons of Porsche event in Dubai.
I was commissioned by Lego Middle East to create images based on my personal project depicting Lego car models on the streets of Dubai. The brief was to replicate the concept and this time insert the car models into recognisable UAE landscapes - and make them look "real".
I have shot selected locations in the UAE (I drove around the country to get to previously researched locations). Together with the client we chose the best shots. Then I shot Lego car models (McLaren, Ferrari, Jeep and Porsche - I had to build the models myself, which was a fun experience) in a studio using lightning, angles and perspective matching location images (I wanted the car model to look like it's real - e.g. sand was added to the Jeep model).. The final step was to combine the two and create the final image.
It run on billboards in Dubai and Riyadh, social media channels of Lego. There was also an exhibition of the images in Dubai Design District in March 2021 and the 2021 Icons of Porsche event in Dubai.
2022 Awards
Total Points: 3
Merit Honor
Credits
Client / Brand
LEGO MEA / Dubai
Post Production Company
Adspringer / Warsaw
Freelancer
Tomek Makolski
Photographer
Tomek Makolski
Marketing Manager
Leanne Lombard
Head of Marketing
Ula Bieganska
Head Of Post Production
Kamil Karpinski
Photographer's Assistant
Otto Sot
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