For the Lego "Drive What You Love" campaign (which promoted the Lego Technic range of cars), I have created a series of images of Lego car models enlarged and composited to fit photographs of real locations set across the UAE. The aim was to make them look like they're real-sized cars, play with viewers' imagination and perception, and ultimately refer to Lego's long-term goal to inspire play.

Lego hired me to create images based on my personal project depicting Lego car models on the streets of Dubai. The brief was to replicate the concept and this time insert the car models into recognisable UAE landscapes - and make them look "real".

Shots of UAE locations and car models were merged together in post production to create a series of images that transmit real emotions (the joy of driving) and tap into Lego’s mission to inspire imaginative play and creative thinking.

I have shot selected locations in the UAE (I drove around the country to get to previously researched locations). Together with the client we chose the best shots. Then I shot Lego car models (McLaren, Ferrari, Jeep and Porsche) in a studio (I had to build the models myself, which was a fun experience). The final step was to combine the two and create the final image.

It run on billboards in Dubai and Riyadh, social media channels of Lego. There was also an exhibition of the images in Dubai Design District in March 2021 and the 2021 Icons of Porsche event in Dubai.

Editing:

- Shooting car models in studio using lightning, angles and perspective matching location images to produce the most realistic image possible (I wanted the car model to look like it's real - e.g. sand was added to the Jeep model). Each car model was photographed to fit a different location shot.

- Combining both in Photoshop

- Final colour edit