Beautiful Won't Be Tamed - The New Vantage | Aston Martin | Rankin

The new Aston Martin Vantage has made its global debut with a unique portfolio of imagery and film by Rankin, one of the most influential photographers of our generation. 

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The new Aston Martin Vantage has made its global debut with a unique portfolio of imagery and film by Rankin, one of the most influential photographers of our generation. The London-based photographer has been at the forefront of commercial and editorial innovation since he co-founded the magazine Dazed and Confused in 1992, bringing a unique aesthetic to fashion shoots and portraiture.

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To introduce the new Vantage, Rankin brings his talents to a classic tale of rivalry, a portrait of a car born on the track, shaped through racing and a formidable performance heritage. It is also a story of pure driving pleasure and a challenging portrayal of true automotive beauty, a car that is as beautiful in motion as it is at rest.  The images and film are a dramatic creative vision, born out of Rankin’s bold and fearless approach. ‘My ambition is to create film and stills that make the hairs on your neck stand up,’ says Rankin, ‘it’s about high intensity, maximum impact – imagery that gets your pulse racing with the urgency of the V8 engine at full throttle.’

The brief was to capture the new Vantage as the archetypal hunter, imbued with the ethos of ‘beautiful won’t be tamed’ to create a sharply focused sports car with a sense of precision and intensity. New Vantage evolved from a single line, a flowing form that encompasses the form and makes a devastatingly beautiful statement of intent. ‘The Vantage is instinctive. It’s unadorned. Stripped of armour. Raw and focused,’ says Marek Reichman, Aston Martin’s Executive Vice President and Chief Creative Officer, ‘This car was always going to be an elemental object, with lines inspired by the language of the DB10 and the dramatic forms of the Aston Martin Vulcan, a car without a traditional grille.’

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