Fahrschule Aktan — Photo production
Corporate photography for the Aktan driving school: vehicles and brand. The fleet and team of Fahrschule Aktan in Wiesbaden. All the vehicles are white and…
The fleet and team of Fahrschule Aktan in Wiesbaden. All the vehicles are white and carry the same lettering — a BMW, a VW Tiguan, a Golf, an Audi Q3 — photographed at the same location in front of a long grid façade, each in the same three-quarter view. Plus a cockpit detail and the instructors beside their cars.
A white fleet is photographically the opposite of a dark one. Dark cars lose their shape in shadow; white ones lose it in light. The bonnet is the brightest surface in the frame and is the first thing to blow, taking the creases and the curve over the wheel arch with it. So the exposure goes on the bonnet rather than the shaded side — the rest comes back out of the depths.
The location makes that harder still. A façade of glass and white panels is exactly as bright as the car in front of it, and together they make one pale surface. So the standpoint puts the dark wall and the paved curb behind the lower half of the vehicle — that is the edge at which the car becomes visible.
The frames with the instructors solve the actual task. A driving school sells trust to people who are nervous. So the person stands beside the car rather than in it, the hands are visible, the posture is relaxed, and the look goes to the camera. Somebody sitting behind glass is the examiner; somebody standing beside it can be approached.
The cockpit frame is the quietest picture in the series and says the most. In the passenger footwell there is a second set of pedals — the one detail by which a driving-school car is recognizable without any lettering at all.
- Driving school
- Aktan
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