I had the immense pleasure to shoot the latest campaign for Genesis, called LUXE IS IN THE DETAILS. We produced extreme close ups in ultra high resolution images (30000×21000px) for billboards (out of home and digital out of home) showcasing the quality and craftsmanship of Genesis cars.

Creative Director David Mesfin from Innocean USA and I developed an idea which helped solve a lot of the problems most car manufacturers usually face with their digital out of home billboards: we added motion to their billboards. I suggested to create a Giga Pixel image that really pushes the envelope and works really well on large digital billboards (as you can see in the clip from New York´s Moynihan Train Hall). The Giga Pixel image was shot in 18 high resolution exposures, then stitched. They were shot with a 240 mm lens using a Phase One 150mp digital back which results in a 60.000 pixel wide file (real pixels, not interpolated) which allows you to zoom and zoom and zoom. We then generated 8k films from the Giga Pixel image.

Client: Genesis Motors, LLC | Agency: Innocean USA | Chief Creative Officer: Jason Sperling | Creative Director: David Mesfin | Agency Art Producer: Melanie Tongas | Produced by Picture Matters and John Morgan | studio: C2 Los Angeles | retouching film and photography: Nicola Cafantaris, Harvest Digital Agriculture

BTS photographs shot on film by Jonathan Harper.

the Giga Pixel image

the Giga Pixel image in action in New York

BTS images from the shoot