Blind Photographer Takes Breathtaking Pictures of New Volkswagen Atreon

Volkswagen partnered with blind American photographer Pete Eckert to expand the international marketing campaign for its new production model, the Arteon. Eckert, who prefers to call himself a “visual person” who “just can’t see,” set out to produce a luminescent 10-image series that best captures the avant-garde design of Volkswagen’s latest offering. To say that the pictures that Eckert took are breathtaking is not enough to do the images justice. Beauty may indeed be in the eye of the beholder, but Eckert proves you don’t really need sight to appreciate it. "The new Arteon represents expressive, avant-garde design. Pete Eckert has presented this design in a unique way. The images he has created are genuine works of art and have a very special atmosphere that only he can create. We have found Pete to be an impressive personality and would like to thank him for the fantastic cooperation," says Xavier Chardon, Head of Marketing of the Volkswagen brand.

How the images were made

To create his remarkable images, Eckert used an analog camera in total darkness. He created the light effects by playing with different light sources and combining the use of long exposure lines and double-exposures to take his shots. Eckert shot the Volkswagen Arteon after feeling and tapping the Arteon’s surfaces to get sensory impressions of the car’s design and shape. With the help of an assistant, Eckert then produced his photographs, which he terms as ‘light paintings.’

Not always blind

Eckert wasn’t always blind. He actually lost his sight as an adult after being diagnosed with Retinitis Pigmentosa, a rare genetic disorder that causes the breakdown and loss of retinal cells. The Californian was actually a sculptural and industrial designer prior to his condition, and only began to ‘take photography seriously’ after experiencing complete loss of vision.

Eckert’s first automobile project

Eckert’s photography session with the new Arteon represents his first automobile  project. He is a widely published photographer and has been honored with multiple awards. One of his works appeared on a United Nations postage stamp. Aside from Eckert, Volkswagen also worked with German creative agency Grabarz & Partner to realize the campaign. Aside from Eckert’s images, the campaign also features a behind-the-scenes film that documents the entire shoot. "You don't need eyes to see beauty," Eckert says in the video. You can watch the full version of the video here.