They say that beauty is in the eyes of the beholder, but does one really need to rely on their eyesight to truly appreciate the new Volkswagen Arteon?
The German automaker believes the answer is ‘no’, which is why they turned to a blind photographer to promote the four-door coupe in an expanded international marketing campaign.
His name is Pete Eckert, he’s an American living in Sacramento, California, and this is his first automobile project, so he had to prepare for the photo shoot by obtaining detailed information on the special features and characteristics of the Arteon.
Eckert, who lost his eyesight when he was an adult as a result of an illness, used an analog camera to take the pictures in complete darkness, combining long exposure times and double exposure, and managed to produce some dynamic effects as well by moving different light sources.
The result can be seen in the image gallery posted below, which is joined by a two-and-a-half-minute video that reveals how Eckert came up with the photos.
“The new Arteon represents expressive, avant-garde design. Pete Eckert has presented this design in a unique way. The images he has created are genuine works of art, and have a very special atmosphere that only he can create. We have found Pete to be an impressive personality, and would like to thank him for the fantastic cooperation”, said the VW brand’s Head of Marketing, Xavier Chardon.