Silver Photography and Photo Manipulation Design · 2022
Drive2Extremes Multivision Photography Artwork
- A' Design Award 2022 Silver Winner in Photography and Photo Manipulation Design
- Awarded April 15, 2022
- CLIENT: Porsche Middle East and Africa FZE
- Estimated Number of Design Views: 64,835
- Verification code EC4A6B680E · Verify this award
About Drive2Extremes Multivision Photography Artwork
Drive2Extremes Multivision is a series of photographic artworks that unites two extreme landscapes in single images. The Porsche Taycan Cross Turismo was first photographed on a frozen bog in Lapland, north of the Arctic Circle. Two weeks later the car was placed in the same position relative to the camera, and at a similar sun position, in the Arabian desert in the United Arab Emirates. The two views were then merged through multiple exposure techniques. The aim was to bring polar and desert scenery together in one picture. The artworks were produced in several sizes.
Within the contemporary tradition of conceptual automotive photography, this multivision artwork by Florian W. Mueller achieves a remarkable synthesis of documentary precision and imaginative transformation, positioning itself at the intersection of commercial automotive imagery and fine art landscape practice. The work engages with longstanding artistic traditions of the journey narrative, wherein the vehicle serves not merely as mechanical subject but as symbolic vessel facilitating human encounter with nature's extremities. Mueller's technical approach—employing sophisticated layering techniques that merge disparate environmental realities into seamless visual continuity—demonstrates exceptional command of contemporary digital photographic processes while honoring the double-exposure experiments pioneered by earlier generations of art photographers. The chromatic sophistication merits particular attention: the orchestrated transition from arctic cool tones through intermediate atmospheric passages to warm desert hues creates a visual temperature map that reinforces the thematic content of climatic traversal. Compositionally, the work balances the geometric precision of the automobile—its aerodynamic curves and intentional design language—against the organic irregularity of natural formations, establishing productive tension between human engineering and geological time. The inclusion of a distant figure with camel at the right edge introduces subtle human presence and cultural reference, suggesting ancient patterns of desert travel that contextualize contemporary mobility within deeper historical continuities. The atmospheric treatment, with its soft gradations and luminous haze, evokes the quality of memory or dream, inviting viewers to consider how we hold multiple landscapes simultaneously in imagination when contemplating journeys across vast distances. What might this visual synthesis suggest about our contemporary relationship to landscape, distance, and the technologies that compress geographical extremes into accessible experience?
Press Kit
- Unique Properties
- I had the wonderful opportunity to bring together the two extremes of the Northern Polar Region in Levi, Finland and the Arabian Desert in Liwa, United Arab Emirates with the Porsche Taycan Cross Turismo. These are some of the results.
I first photographed the Taycan in the polar region, then placed it exactly the same, same perspective, camera angle, etc. in the desert and applied my multivision mojo. - Dimensions & Packaging
- Several produced artworks in different sizes.
- Tags
- photography, artwork, multiple exposure, desert, finland, snow, porsche, taycan,
- Production Technology
- I first placed and photographed the Porsche on a frozen bog in Lapland, north of the Arctic Circle, and two weeks later in the same position relative to the camera and at a similar position of the sun in the Arabian desert. These two images were then fluidly built together.
- Design Challenge
- The challenge was to position the car in the exact same angle, height, etc. And in the desert you have to work quite fast, due to the very fast sunset and sundown.
- Project Duration
- It took 2 weeks of photo-production in Finland and the UAE desert and 2 weeks of post-production.
- Operation Flow
- I knew the places and locations but I had to decide on location on which time I wanted to shoot, due to sunset or sunrise. In Finland it was quite easy, sunset and sunrise take about 2 hours and more. In the desert in the UAE it was more difficult: sunrise and sunset are done in less than 30 minutes...
- Research
- The research was mainly about the weather and the times of sunset and sunrise. Also in resaerching the area and locations and how to protect the cameras from sand, dust and snow and how we could work at -30 degrees Celsius and +45 degrees Celsius with our equipment...
- Inspiration
- I worked before for Porsche as a commercial photographer. As an artist I often work with multiple exposure photography. Porsche Middel East produced a highly acclaimed film Drive2Extrems, bringing the two locations desert and polar region together. I worked before with the executive people from Porsche in Shanghai and produced there multiple exposure Artworks for the Photofairs Shanghai. In the new project I wanted to combine the two regions in one picture.
- Image Credits
- All images:
Client: Porsche Middle East & Africa FZE
Agency: KeKo Dubai
Creative Director: Sandy Mcintosh
Production: Stoked Films, Rita el Hachem & Directors Guild Finland, Juha-Matti Nieminen
Assistant: Christian Bacher
Driver: Jukka Honkavuori - Patents
- Copyrights belong to Florian W. Mueller, 2022.