For this cover I wanted to break the traditional set up for a car magazine cover and add elements I have not seen used by car magazines before. I was heavily inspired be a german snowboard magazine which had a rider carving a mountain and spraying snow over the logo. I felt it really included the logo as an element of the cover, rather than just something which has to be there.

The timing of the magazine was mid autumn so it seemed a no brainer to put these 4x4 cars in an off road element and use falling leaves as a extra dimension.

There was a lot of anticipation around the launch of the new Range Rover, so it had to be placed with maximum exposure. The BMW had been on the cover before, so I let it fall out of the composition to give the feel it was fighting to keep up with the rest (which it is!)  The Audi is doing what Audis do best, staying inconspicuous in the background and just not making too much fuss.

Photographer Rune Bendiksen did a fantastic job on the photographs, and because of time limitations and budget we "tag teamed" on the re-touching which worked out quite well.

The magazine sold over budget, and beat the sales for the previous year which in a market where the sales are falling 10-15% per year is quite an acheivement.