Photoshop Automobile Project: Oz Dealership

The project brief was to create an automobile poster that was image-centric using Adobe Photoshop exclusively. The piece had to be imaginative and include a car in a fantastical space. Wanting to innovate and customize this project in a way no one else could, I was able to contact and work with a BMW dealership in Santa Monica to take my own photography, using the interior of the dealership, along with several cars out on display to curate my final design. This project included retouching, masking, and color correction with HSB sliders, levels and curves. I knocked the background out and replaced it with a different one. I also masked and perfected each character in separate files before transitioning them into my final document. Faces, people and colors were altered. Shadows were also retouched and added. The main character’s facial hair is also completely fabricated, along with the character’s bowtie and garment under his vest. The piece is meant to be playful, appealing to the not-so-typical car enthusiast. The market is already saturated with overtly masculine car ads and materials so the intention for the project was to create something less gendered, more neutral and focused on a concept that would ultimately entice someone to walk into a dealership and buy a car.