Mercedes Benz EQ

For a Mercedes-Benz campaign with the agency askJEFF, I travelled across Switzerland photographing early adopters of electric driving. The idea behind the campaign was charming: a matching platform, not unlike a dating app, where prospective customers could be paired with an owner of the EV they were considering, ask their questions, and hear what daily electric life actually looks like.

My job was to photograph these owners in their element: in Zurich cafés, on mountain roads, next to and inside their cars, mid-conversation rather than mid-pose. Portraits of people who like their cars enough to talk to strangers about them, which is rarer than car advertising suggests.

I was not eligible for the platform myself. I've been driving electric since 2013, which rather disqualifies me from needing convincing.