Toyota “Perspective Change”

Toyota “Perspective Change”

“Perspective Change” for Toyota from Saatchi & Saatchi Düsseldorf is a car campaign without a car, from the earth’s point of view. Photographer Christian Schmidt spent three weeks traveling with a small team to unique locations in Germany, Austria, Iceland, France, and the Canary Islands. He shot all the photos with Phase One and Alpa SW cameras and a Leaf Aptus back using 23mm, 28mm, and 35mm lenses — ultra-wide focal lengths on medium format. For the first time ever, a complete issue of Stern magazine (which has a reach of 7.5 million readers in Germany) was booked by a single client for this campaign – twelve pages including the images plus an interview and making-of. The idea was to show “a different, changed perspective,” Schmidt says. “The view from the earth itself and to visualize the sensitivity for the earth, nature, and world we are living in.”

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Born in São Miguel Island in the beautiful archipelago of Azores. Web Developer and Designer at Waka WebStudio. Consultant at Hunt Global. Connected with everything visual, in love with photography, design and nature.

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