KUMHO Driving Event – Milan, Italy
High-speed videography on the racetrack in Milan. Event trailer: Mailand, Italien. Kumho Tire recently held an exciting race at the Autodromo Nazionale Monza…
Kumho Tire recently held an exciting race at the Autodromo Nazionale Monza circuit in Milan, Italy. The event served to present and test their latest prototype wheel. It drew motoring enthusiasts, industry experts and media from around the world. The prototype, developed for extreme speed and precise handling, is intended to set new standards.
Professional drivers tested the tire on the demanding Monza course. The circuit, known for its long straights and tight chicanes, offered the ideal environment in which to judge the tire's grip, stability and durability. The prototype performed exceptionally and demonstrated remarkable traction and control, even at high speed.
What was photographed is not only the track but the whole trip: the arrival in front of the Milan hotel with the brand's red and white beach flags against the light, the coach and the group in matching gilets on their way to the circuit, the trophy wall in the museum of a Milanese football club the guests were shown around.
At a brand event abroad that is the actual job. Racing pictures from Monza exist by the thousand and they all look alike; what makes this particular date distinguishable are the two days around it. A tire manufacturer invites dealers and press, and what it wants to show afterwards is not only a car in a corner but that these people traveled together.
The brand is carried by the flags. They stand at every place the group arrives at, and they are the only element that visually links a hotel forecourt, a car park and a race circuit. So they are not trim at the edge of the frame but the foreground in several of them — once red against the sun, once white above the group.
Backlight on a day like this is the rule rather than the exception. In an Italian street in the morning the sun stands low between the buildings, and the alternative would be to shoot everything from the shaded side. So the exposure goes on the faces, the flag gets its edge, and the sky is allowed to stay bright.
Indoors everything reverses: the trophy hall is dark, the cases are lit in spots, and the visitors stand in front of them as silhouettes. That belongs in the set too — it shows the program and not just the product.
- Location
- Mailand, Italien
Watch the film: KUMHO Driving Event – Milan, Italy (1:41)