CUPRA: Dark Energy

For CUPRA, I worked as DOP on a creator-led social campaign with @purplekev, capturing three cars across three distinct films: the Leon VZx, Terramar VZe, and Tavascan VZ.

The creative direction was built around CUPRA's darker, more rebellious energy. Rather than treating the cars as standard automotive products, we wanted each film to feel like a reflection of the brand's Spanish spirit: bold design, raw emotion, aggressive lines, and a sense of movement that feels closer to a statement than a commute.

For the Leon VZx, we coordinated a night shoot through Sydney to capture the car's sharper, more aggressive character. The city became part of the visual identity, with the skyline, streetlights, winding roads, and dark reflections helping frame the Leon as something powerful and restless. I focused on the car's body lines, interior details, and road presence, using movement and contrast to bring out the energy of the design.

For the Terramar VZe, we took the campaign out to Mount Wilson, using morning fog and natural landscapes to create a more premium and atmospheric tone. I operated the drone to capture the car moving through the fog, giving the film a sense of scale and quiet control. The shots were slower, more methodical, and more intentional, allowing the engine sound and environment to speak. I also used low-shutter movement to create a softer, more cinematic contrast between the Terramar and the surrounding nature, positioning it as capable, refined, and composed.

For the Tavascan VZ, we leaned into the feeling of dark energy and an electrifying future. Establishing shots of Sydney at night set the tone, while quick wipes, flashes, and aggressive transitions gave the film a sharper electric pulse. Smooth interior details and controlled gimbal movement helped reveal the Tavascan's futuristic design language, balancing its darker exterior presence with a more refined and high-tech interior feel.

Across the series, the campaign accumulated over 50K views and was strongly received by the CUPRA Sydney team. The films helped present CUPRA in a way that felt distinct within the local market: darker, bolder, more cinematic, and more emotionally charged than standard dealership content.

By placing the cars against Sydney's city streets, winding roads, foggy landscapes, and night-time architecture, the series gave CUPRA a stronger visual identity in a local context. It positioned the brand as premium and performance-led, while still capturing the rebellious spirit that makes CUPRA feel different.