Range Rover Velar

Details, Details: Gary Bryan shoots new Range Rover Velar

Agency Spark44 commissioned Bryan to shoot a series of abstract images of the car for its Design Museum launch event. There’s also a launch commercial shot by Chris Palmer

Land Rover has been making much of the minimalist aesthetic of its new Range Rover Velar. With headlines reduced to LED slits and door handles that retract into its body, the car is being cited as the epitome of the simplified approach of Land Rover Chief Design Officer Gerry McGovern.

The car had a launch event at London’s Design Museum on March 1 for which photographer Gary Bryan was commissioned by Spark44 CCO Brian Fraser to shoot abstract details of its design.

“I had total creative freedom with this shoot,” Bryan says. “We all agreed that we didn’t want traditional car photography, brochure photography or advertising photography.”

Gary Bryan/Spark44

“Th exhibition celebrates the fact that design has come of age at Land Rover,” McGovern says. “We wanted the Range Rover Velar launch to feel like a curated exhibition that you can walk through and eventually reach the car like a piece of fine art in a gallery. You might even sit down and just look at it. It speaks for itself.”

The images will also be used at motor shows in Geneva, Milan and New York.

Gary Bryan/Spark44

A launch commercial for the car, Night Sounds, was shot by Chris Palmer at Gorgeous. The porcupine in it bears a striking similarity to one of Bryan’s abstract shots of the car’s wheel (above) – though Bryan says this was just a happy coincidence.

Credits:

Photographer: Gary Bryan
Client: Gerry McGovern, Chief Design Officer, Land Rover
Ad Agency: Spark44
Chief Creative Officer: Brian Fraser, Spark44
Post-Production: Oliver Carver, OJC Imaging.
Print Finishing: Metro Print
Framing: John Jones London

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