We had the distinct pleasure to interview award winning designer Martin Hoffmann about their original and creative Photographs design work. Martin Hoffmann is an award-winning communication designer, that makes our world a better place with their original photographs works.
Martin Hoffmann ("MH") answered Design Interview ("DI") questions about their award-winning work Fast Women Photographs. Interview questions prepared by Frank Scott.
MH : The woman is no longer portrayed as a decorative accessory but as a self-confident, active part of the action.
MH : The focus is on the combination of determination and feminine aesthetics as well as a certain lightness and fun. The protagonists know their goal and go their own way - their look reflects self-confidence, but also a certain vulnerability.
MH : I see this series and its success with the A' Design Award as a reference and flagship of my creative work for new projects.
MH : The pictures were taken within 2 days. I needed another 2 to 3 days for the image selection, post-processing, image look, etc.
MH : I wanted to visualise the familiar theme of women and racing in a new way. The theme was originally a customer order. I developed numerous motif ideas before the realisation, further motifs were created through inspiration during the work.
MH : This photo series is exclusively self-produced.
MH : Women and racing cars? This photo series changes perspectives. ‘Fast Women’ places women at the centre, self-confident in various racing situations. They are active protagonists surrounded by racing technology, their gaze reflects self-assurance, but also a certain vulnerability.
MH : I was inspired by the work of photographers, e.g. from the magazine ‘ramp’.
MH : Difficult to categorise for this theme. Anyone who has an eye for these motifs and appreciates the idea behind them.
MH : The content of the pictures, the motifs, the moods created and the look of the pictures all interact to generate their own character.
MH : The name emphasises the intention of the pictures - it is the women who act as ‘Fast Women’ themselves. No accessories.
MH : Camera Canon EOS R5, lenses Canon RF 50 f/1.2L IS, Canon EF 70-200 f/2.8L IS USM, post-processing with Adobe Lightroom (corrections, presets) and Photoshop if necessary.
MH : My pictures should always reflect respect for my subjects.
MH : Yes, the vehicles required technicians.
MH : The quality of the technology and the use of image processing programmes is a key factor for the result, both in the actual photography and in post-processing. Many adjustments would not be possible without these technologies.
MH : Data and analytical research did not play a direct role in this work. Research could be cited: Women and motor racing - a typified topic from a new perspective.
MH : The most difficult thing was to capture the self-confident image of women authentically, without stereotypes or pointing fingers. As the models are not professionals, they were involved in the image ideas. They were able to internalise them and express their feelings. Depending on the motif, it required more or less communication, measured instructions or simply letting them act freely. The creative challenge was to portray the woman as self-confident, determined, elegant, feminine and fun.
MH : After I was content with the result of my work and received positive feedback, I wanted to take up the challenge of submitting some of the pictures to this competition.
MH : It is important to immerse yourself in the subject, pay attention to the details, test and try out new things, push your limits and always remain critical of yourself. When difficulties arise, keep going until they are overcome. Keep optimising your own work and only be satisfied with the best result.
MH : Winning an award is an incredible experience and a sign of appreciation for a creative person. In normal everyday life, you often question your work and take a very critical view of yourself. But this result a great motivational boost that always brings a smile to your face.
