Erik Almås says he prefers “crafting” images to “capturing” them. Working with ad agency Euro RSCG in London, Almås crafted an ad for Credit Suisse that features the eco-friendly Oxygen scooter, a Credit Suisse client. He shot images in multiple locations and in a photo studio, which were then blended with some computer-generated images of dinosaurs. No, the CGI dinosaurs are not a reference to Terence Malick’s Tree of Life, but to the era when fossil fuels were not yet fossils.
This slickly produced behind-the-scenes video shows Almas shooting in Hawaii, Arizona, and on the set. It also reveals what Euro RSCG and Credit Suisse marketers hoped to communicate and how the finished ad pulls all the photographic elements together.
The video can be viewed on Vimeo here.