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“You don’t need eyes to see beauty” – Blind photographer Pete Eckert presents new Volkswagen Arteon with unique images

2017-07-27

Volkswagen is today expanding the international marketing campaign for its new Arteon. The blind American photographer Pete Eckert has placed the new Volkswagen model on the stage in a very special way. With immediate effect, 10 extraordinary images and a making-of clip can be viewed on the Arteon microsite at arteon.volkswagen.com.

"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," says Xavier Chardon, Head of Marketing of the Volkswagen brand.


With the new Arteon, Pete Eckert has realized his first automobile project. In preparation for the photos, he obtained detailed information on the special features and characteristics of the new model. On the set, he gained sensory impressions of the new Arteon by feeling and tapping in order to develop as precise an impression of the new car as possible. With the aid of an assistant, he then produced his photographs, known as "light paintings". Eckert took the photographs with an analog camera in complete darkness, using long exposure times and double exposures. This way, he produced dynamic effects by moving different light sources.

The new campaign elements focus on the two-and-a-half-minute video clip. This shows the production of the images and includes interview sequences with Pete Eckert. Teaser clips and motifs are being used on the social media to attract attention to the campaign. The creative agency responsible is Grabarz & Partner.

Pete Eckert lives in Sacramento, California. He lost his sight when he was an adult as a result of an illness. His works have been widely published and honored by a number of awards. One of his motifs appeared on a United Nations postage stamp. He says about himself: "I am a visual person. I just can't see."