Czech automobile company Škoda has teamed up with Hungarian photographer Benedek Lampert to create a series of promotional car ads—but they are not your typical ones.

Instead of using actual Škoda cars, the company commissioned Lampard to utilize 1:43-scale models.

Lampard told PetaPixel that the project sounded intriguing, so he decided to take it up. He is also well-acquainted with shooting small-scale images featuring LEGO figurines in diorama, so he was the right man for the job.

For this campaign, Lampard conceptualized miniature scenes illustrated with real-life elements, rather than relying heavily on Photoshop manipulation. Most of the images took seven to 12 hours each to complete, but one shot took him over 10 days to create.

While it would have been much easier to use the motion blur tool in Photoshop, the photographer preferred to capture the images in camera—so the blur backgrounds you see aren’t the result of digital manipulation.

Watch the five-minute video that takes you behind the scenes below.

[via PetaPixel, opening image via AquilaPhotoBlog]

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