Last year Caleb Kuhl worked with BMW for a fast paced high energy lifestyle commercial shoot around Los Angeles. In two days they shot in 7 different locations, which if you’re familiar with LA traffic, you know that can be quite the feat!
The goal? Craft 35 stunning images (5 at each location), featuring a diverse group of talented models enjoying the ride in the X Series, the 500 Series, and the 300 Series.
Even with a full schedule of cruising the city from behind the camera, Caleb kept enough gas in the tank to artistically retouch all the images himself. Afterall, these high end cars deserve high end attention to detail, and Caleb definitely has an eye for that.
Every photographer has their own unique vision to visually convey the messaging of the brand’s campaign. To pitch the idea in his mind’s eye to BMW, Caleb compiled a set of treatment images crafted from automobile photography and lifestyle images he’d shot to demonstrate his style of capturing cars and the people who love to drive them.
The treatment images (above) vibed with BMW and together they created the magic you see below.