Rankin brings the All-new Mazda3 to life, with feelings

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Rankin brings the All-new Mazda3 to life, with feelings
The All-new Mazda3 made its global debut in LA 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. 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. Talking about the shoot, Rankin said: “I wanted to not only show the essence of the Mazda3, but also evoke emotions with the viewer. I wanted to make the images really sensual so I approached the shoot in a completely different way. I have used light and created motion through actual camera movements, not retouching, that literally bring the car to life for the viewer.”
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