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The celebrated photographer, Rankin, creates a series of six photographs to support the launch of the all new Mazda3.

15 May 2019 | International News : Germany

The all new Mazda3 made its global debut in L.A. and is now being celebrated with a unique portfolio of images by Rankin, one of the most influential photographers of our generation. The London-based photographer has been at the forefront of commercial and editorial innovation since he co-founded the magazine Dazed and Confused in 1991, bringing a unique aesthetic to fashion shoots and portraiture.

Dubbed 'Liberation' for this image, Rankin manages to bring the car to life, with feelings
Over the course of a high-profile career, Rankin has taken the portraits of the Queen of England, Daniel Craig, Kate Moss, David Bowie, Monica Bellucci and many hundreds more. He has also published around 30 books and been a key driver behind major charity and commercial campaigns for a number of key brands around the world.

To celebrate the new Mazda3, Rankin brings his talents to unlocking the emotion of the new car, as described by chief engineer Mitsui Hitomi, "We don't design to a spec, we design to a feeling". It is also a story of pure driving pleasure and a challenging portrayal of true automotive beauty, a car that is as beautiful in motion as it is at rest.

The brief was to capture the new Mazda3 and bring out the energy and feelings that the Takumi clay modeller at Mazda puts into the car when they craft each model by hand. "Our design philosophy is called Kodo: Soul of Motion, with simple clarity of purpose," says Jo Stenuit, Design Director Mazda Motor Europe. "Rankin has a wonderful way of capturing the car as art."

'Verve', as Rankin calls this image, brings life to the all new Mazda3
The end results capture the emotions of this important model, the first car in Mazda's new generation of products. Each picture represents a significant feeling - from verve to serenity - that Rankin has captured in his unique photographs.

Rankin is a British photographer, publisher and film director. With a portfolio ranging from portraiture to documentary, his photography has been published everywhere from his own publications to Elle, Vogue, Esquire, GQ, Rolling Stone, and Wonderland, and exhibited in galleries around the world, including MoMA, New York, and the Victoria & Albert Museum, London.

As a director, through the eponymous Rankin Film, he has created campaigns for the likes of Nike, L'Oreal, Dove, Pantene, Diageo, Women's Aid, and Comic Relief alongside music videos for, amongst others, Miley Cyrus, Rita Ora and Kelis. Fearless behind the lens, Rankin's visuals have become ingrained in contemporary iconography.
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