Blind artist puts the ‘art’ in Arteon

To promote the Arteon, a new car Volkswagen believes is eye-catching from any angle, a new campaign has enlisted the help of Pete Eckert, a blind photographer who envisions the world according to how sounds reflect off objects.

A two-and-a-half-minute-video begins with Eckert’s story of coming to terms with being blind and how he would picture the world in his head before he explains that he uses sound, touch and memory to build images and he likes his photography to reflect that.

The same goes for how he shoots the Arteon. He dims the lights and makes his way around the car with lights and props to create reflections off the car’s multi-angled surface and when combined with the slow-speed photography technique used to capture the photos the car appears to be glowing and surrounded by flames.