A Remote Location for the Mitsubishi Shogun is Isles Away

on November 13, 2014 -
Automotive Advertising Part 3

A Remote Location for the Mitsubishi Shogun is Isles Away

Often, in pursuit of the perfect shot, irony creeps into the proceedings. In order to create contrast, to make a vehicle stand out and to make an impact, we need to push the car to its limits and take it out of its comfort zone. Many people believe that auto photography is simply taking shots of vehicles in their natural settings, generally a road, a city or when off road, a nearby field. In reality, to really display a vehicle’s true potential the environment needs to be extreme, the image needs to provoke thought and the location needs to be out of reach. Everyone knows what the Shogun can do, it’s a popular drive after all. They know it’s 4 wheel drive, it’s powerful and great for driving in challenging conditions, so how do we make them see it in a new light? The answer is simple, we don’t. Instead we drive the message home of its unique selling points, while highlighting how the Shogun is the best choice for those that need control, comfort and a car that goes off road.Enhancing should not be confused with compromising though, as when much has been done before it’s twice as hard to discover the location that will be original, innovative and, dare I say, breath taking.

Mitsubishi Shogun press ad location shoot

The Hunters Become the Hunted

That’s why we chose the Isle of Skye. This incredibly remote location took over eleven hours to get to, with all of us travelling in convoy to reach the precipice of the cliffs. We didn’t want a road well-travelled, we weren’t in search of tarmac, we wanted a really rough terrain in naturally beautiful but unforgiving surroundings to create depth, atmosphere and to give the Shogun a presence. In a location barely touched by man we needed to show that the Shogun is capable of accessing all areas in style. At the risk of sounding like Kevin McCloud when a self-build is complete, the Shogun actually brings beauty to a desolate, wild, unforgiving, remote place. The ‘Welcome to Shogun Territory’ sign we had made by an expert props model maker who created the whole thing by hand including the bear claw scratches, while the ram skulls were sourced on the journey to add that sense of foreboding.