The cars looked great in the original image so move on, right? Well, there are always things that can be improved. On this one, I wanted to create some more atmosphere. If these cars are spinning fast around corners, they are going to be kicking up dust, so I tried to bring that out subtly. You can see it in the headlight beams and behind the tires. Also, I created more light coming in from in front of and behind the pillars. Finally, I desaturated and vignetted the shot to give it the Abarth “graphic” look. All of this helps to push your eye up to the cars and tell the story of racing.
Photographer: Jeff Ludes, Art Director: Scott Markel, Agency: Union AdWorks, Client: Fiat