ONLY THE BEST OF EVERYTHING.
For MTU's "Yacht Engines" image campaign, the exclusivity expectations of the target group served as our campaign hook. What isn't first-class doesn't belong on board: We visualized this through the typical dismissive hand gesture, combined with the (slightly softened at the client's request) apology "Sorry – MTU only!" Under this umbrella message, advertisement motifs with slightly modified visual statements were requested.
The Big Guns.
To reach yacht owners in their exclusive world, our campaign motifs truly had to "breathe" luxury. For the shoot, that meant: pulling out all the stops. Location scouts found suitable shooting locations in Cap d'Antibes and Cannes, a renowned modeling agency cast six top models, and the effort for styling and hair/makeup matched that of a major fashion shoot. The photographer, renowned in the fashion/lifestyle sector, was then able to shoot the series in one day (from 4 AM to 10 PM...) under the direction of our Creative Director.
