01Context
A campaign for LEGO MENA, turning small car models into full-scale presences across the UAE. Developed from Tomek Mąkolski’s personal LEGO photography, Drive What You Love brings a playful shift in scale to automotive imagery.
02Approach
Real locations came first. The LEGO models were then photographed in the studio, matching the light, camera angle and perspective of each setting. Compositing brought the two together, placing miniature cars among Dubai landmarks, desert dunes and mountain roads.
03In the world
The images appeared on billboards in Dubai and Riyadh and across LEGO’s social channels. The series was also exhibited at Dubai Design District and the 2021 Icons of Porsche event in Dubai.
04Recognition
ADC Annual Awards 2022 — 2 × Merit: Fine Art / Conceptual / Series and Products / Commercial / Series.
