19.06.2018  •  Photographers NEWS

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'It Needs to be Driven.' GoSee-NEUzugang Todd Antony aus London fotografiert die Sommer-Launchkampagne des neuen SUZUKI Swift Sport und präsentiert Motive der Arbeit 'DEKOTORA - The Art of the Japanese Decorated Truck'

Als das 'Beast From The East' ganz Europa überraschend in seine kalte, weisse Decke hüllte reiste GoSee NEUzugang Todd Antony aus London und spezialisiert auf Transportation, gen Kroatien bzw. Slowenien um vor Ort die Sommer-Kampagne 2018 des SUZUKI Swift Sport für die Agentur VCCP umzusetzen.

Der gebürtige Neuseeländer, der mit seinen 'Sun City Poms' in 2013 weltweit Aufsehen erregte, über den Shoot zu GoSee : "Creating the summer mood was challenging with the -10 degree temperatures and fierce katabatic winds of around 60mph battering most of the locations, and road closures a plenty as a result. Each morning at around 4am, the producer and location scout would set off ahead of the crew to find out which roads were closed and which locations we could access as a result. But all the required images were captured, with a little bit of location Chess over the 3 day shoot!"

Der neue Suzuki Swift Sport wiegt nur 970 Kilo und startet erstmals mit einem 140 PS starken Turbo-Motor durch. Suzuki über das neue Model: "Leichter, schneller, belebender... die dritte Modellgeneration des SWIFT Sport überzeugt mit einer geduckteren, breiteren Haltung, einem aggressiveren Design und einem Drehmoment-Gewicht-Verhältnis, das den SWIFT Sport auf das Niveau echter sportlicher Kompakter katapultiert. Das Leergewicht sinkt um 80 kg auf nur noch 970 kg, während das Drehmoment um 70 Nm auf 230 Nm steigt. Dabei reagiert der SWIFT Sport direkter denn je. Das Ergebnis ist eine einzigartige Hot-Hatch-Performance, die den Fahrspaß mit dem SWIFT Sport enorm steigert."

Das tolle Ergebnis zeigen wir Euch sehr gerne auf GoSee, ebenso wie einige Motive aus seiner nicht minder tollen Arbeit: 'DEKOTORA - The Art of the Japanese Decorated Truck'. Die Dekotora Strecke ist Teil seines gross angelegten Projektes das Todd seit ein paar Jahren verfolgt, es handelt von verschiedenen Subkulturen rund um den Globus. Wir fragten bei Todd Antony nach:

"Dekotora, which translates to 'decorated truck’, explores an unusual aspect of Japan's culture, which is essentially the practice of adding bling-upon-bling to everyday working trucks. The tradition of drivers decorating their trucks originally stems from a 1975 Japanese movie that drew its inspiration from American films such as 'Smokey & the Bandit’. The first Torakku Yaro ('Truck Rascals') movie was released, and nine more followed through the end of the decade. Each Torakku Yaro instalment followed a duo of Dekotora-driving heroes on a different, lovelorn wild goose chase. And while the crazy plots and affable characters certainly spoke to audiences, it’s the glittery, light emblazoned trucks that inspired the movement of Dekotora.

Drivers started decorating their trucks in the hope of being cast in the movies and the Utamaro-Kai association of Dekotora drivers was started. Things have evolved since then and now the truck designs can be quite personal to each driver and can cost anywhere up to and over $100k, the price of a small house in Japan. The rule of thumb is that you should spend at least as much of the cost of the truck again for decorating.

The Dekotora craze has passed its heights of the 80s and 90s and has been in decline recently, numbering in the region of 500 drivers in the country now. The Utamaro-Kai association participates in a number of charity initiatives, and has been helping raise funds for some of the areas worst hit by the recent Tsunamis, by staging events in the cities. Junichi Tajima, the head of the Utamaro says it is not just about raising money though, but about bringing some light and happiness into the lives of those who have been affected. When asked what Dekotora means to him he said that 'after 40 years, Dekotora is my children, my brothers, my family’." Ein Go & See Must See !

Zu Todd Antony's Kunden gehören bereits Nokia, Shell, Finlandia Vodka, Sony, Audi, AXA Insurance, Guinness, Samsung, NBC Universal, BBC, O2, Lucozade, Compare the Market, Three Mobile, Durex, Arla Skyr, RNLI, Channel 4, Wired Magazine, Mens Health, Gymbox, Rail Delivery Grou sowie die entsprechend hochkarätigen Werbeagenturen.

 
TODD ANTONY : SUZUKI Swift Sport for VCCP

TODD ANTONY : SUZUKI Swift Sport for VCCP

 
TODD ANTONY : SUZUKI Swift Sport for VCCP

TODD ANTONY : SUZUKI Swift Sport for VCCP

 
TODD ANTONY : SUZUKI Swift Sport for VCCP

TODD ANTONY : SUZUKI Swift Sport for VCCP

 
TODD ANTONY : SUZUKI Swift Sport for VCCP

TODD ANTONY : SUZUKI Swift Sport for VCCP

 
TODD ANTONY : SUZUKI Swift Sport for VCCP

TODD ANTONY : SUZUKI Swift Sport for VCCP

 
TODD ANTONY : SUZUKI Swift Sport for VCCP

TODD ANTONY : SUZUKI Swift Sport for VCCP

 
TODD ANTONY : SUZUKI Swift Sport for VCCP

TODD ANTONY : SUZUKI Swift Sport for VCCP

 
TODD ANTONY

TODD ANTONY

 
TODD ANTONY : SUZUKI Swift Sport for VCCP

TODD ANTONY : SUZUKI Swift Sport for VCCP

 
TODD ANTONY : SUZUKI Swift Sport for VCCP

TODD ANTONY : SUZUKI Swift Sport for VCCP

 
TODD ANTONY : DEKOTORA - The Art of the Japanese Decorated Truck

TODD ANTONY : DEKOTORA - The Art of the Japanese Decorated Truck

 
TODD ANTONY : DEKOTORA - The Art of the Japanese Decorated Truck

TODD ANTONY : DEKOTORA - The Art of the Japanese Decorated Truck

 
TODD ANTONY : DEKOTORA - The Art of the Japanese Decorated Truck

TODD ANTONY : DEKOTORA - The Art of the Japanese Decorated Truck

 
TODD ANTONY : DEKOTORA - The Art of the Japanese Decorated Truck

TODD ANTONY : DEKOTORA - The Art of the Japanese Decorated Truck

 
TODD ANTONY : DEKOTORA - The Art of the Japanese Decorated Truck

TODD ANTONY : DEKOTORA - The Art of the Japanese Decorated Truck

 
TODD ANTONY : DEKOTORA - The Art of the Japanese Decorated Truck

TODD ANTONY : DEKOTORA - The Art of the Japanese Decorated Truck