Photographic agency Magnum has relaunched commercial activity and is reflecting on the last 70 years of advertising photography.
Most recently, this led to creating an experimental series for car giant Audi for its new fully electric, four-wheel-drive SUV the Audi e-tron. The project has been communicated on Magnum’s editorial site and social media to its wide global readership and 5.2 million followers.
Audi wanted the best so asked renowned Magnum photographers Paolo Pellegrin and Gueorgui Pinkhassov to spend five days at its resource-efficient production plant in Brussels to visually express the essence of the car.
Capturing reflective surfaces, the robots’ strength and grace, as well as the factory workers’ dedication and passion, they produced a series of images that highlighted the intelligence and craft that went into creating the Audi e-tron, and the innovation and care this new electric vehicle represents.
Magnum has recently worked on global partnerships with Fujifilm, Samsung, SK-II and the Macallan on fully integrated experimental campaigns. Throughout the seven decades of Magnum’s journey, the cooperative’s photographers have shot historic adverts for the likes of Ford, Barney’s NYC, IBM and Lavazza.
