Commercial Photography by Chillary for Mattel Australasia to promote their newest product launch for Hot Wheels. An exciting new range of buildable models at 1:16 scale called Brick Shop. Including a 1954 Mercedes-Benz 300 SL, a Corvette Grand Sport and a Honda NSX. Each set is designed with collectors in mind, featuring true-to-scale components, metal finishes, authentic mechanics and, in true Hot Wheels style, a matching 1:64 metal diecast vehicle.
Each car image is shot on location using forced perspective and true to scale miniature bases. Also featured in the campaign is Aussie racing icon Craig Lowndes. We photographed him building his Mercedes 300 SL in a real auto mechanic workshop.
The images were part of a PR campaign that was exclusively launched on CarSales.com.au as well as used in vintage-style, era-accurate press ads and OOH. With all of the hard work, the Hot Wheels Brick Shop models were gone in 30 seconds.
Hot Wheels | Brick Shop
Hot Wheels Brick Shop models look like real cars, so we sold them like real cars. And if you're going to sell them like real cars (on Carsales.com.au) you should probably shoot them like real cars. So we did.
Over a few days and a couple hundred kms, we captured the life-like buildable models on location, with matching scale model ground plates and a little technique called forced perspective.
Also lending his might to the project was Australian icon Craig Lowndes, who we shot building a 1954 Mercedes Benz 300 SL in a real auto workshop. The same Mercedes that punters could buy on CarSales. And boy, did they buy. The Hot Wheels Brick Shop models were gone in 30 seconds.
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