Audi 2009 Annual Report Download - page 15

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Authors & Artists
12
1/GRÉGOIRE ALEXANDRE,
JEAN-MICHEL BERTIN
Adhesive tape, cords or cardboard – that’s all photogra-
pher Grégoire Alexandre (right) and set designer Jean-
Michel Bertin needed to create artistic, almost poetic
spaces. These spaces serve as stages for a special kind of
fashion shoot: cars meet haute couture. Four young cloth-
ing designers crafted extravagant outfits to coordinate
with four Audi models. The idea was to present them in
combination. Yet while the materials used were simple,
the preparations were elaborate: It took nearly five hours
to transform the photo studio into a city skyline for the
shots of the A5 Sportback*. Nothing was left to chance.
Alexandre had prepared precise drawings for placing each
bit of adhesive tape, and every single one was checked for
accuracy. The pair created the perfect backdrop for each
setting, transforming cords into a landscape, and card-
board into a mountain range. The proper lighting was
then added, completing the illusion. Page 34
1
* Fuel consumption and emission figures at the end of the Annual Report