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Cupra | Born in the Mirror Hour by Tim Wes

Client:
Cupra
Project Date:
September 8, 2024
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PROJECT BRIEF

CUPRA is the car brand of the future and recently launched their 100% electric Born. Therefore they asked Together & Dedicated to conceptualise and produce a campaign, in which the vehicle was presented in or around an art installation. The result? The production of six light and glass sculptures, a documentary about the process behind it and a monumental opening for a curated selection of guests.

CUPRA FOR ROTTERDAM ART WEEK

Born in the Mirror Hour interprets the Rotterdam based Tim Wes' vision of the distant tomorrow. This glass and light installation is a journey through time, offering a glimpse of what tomorrow might look like. It symbolises progress and stands for offering innovative perspectives on the status quo. "Changes are happening so fast that we're barely even notice the next 'thing'. If we have to believe what the news feeds us, we will soon be traveling to other planets in stead of foreign countries.” The unveiling was during the kick-off of Rotterdam Art Week and the installation was on public display for a month at the CUPRA Garage Rotterdam.

THROUGH THE LENSE OF THE ARTIST

As you navigate through the artwork, you will experience a constantly shifting perspective. Each angle reveals a different facet, determined by your visual perception. How far are you willing to delve beneath the surface? Wes, as a creator, enjoys exploring themes like this, aiming to shape the future with his creativity, vision, and ideas. The fragmented glass symbolizes the human journey. The artist explains that just as wine requires pressing grapes and flour requires grinding grains, being shattered is a crucial part of growth and advancement toward a greater purpose.

PROJECT CREDITS
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Production Company | Together & Dedicated  
Partner | Cupra  
Artist | Tim Wes  
Producer | André Marques  
Cupra | Steven Fröhlich  

Visual Documentation  
Producers | André Marques & Tim Wes  
DP (Documentary) | René Huwaë  
DP (Recap) | Thomas de Boer  
Subtitles | Invision Ondertiteling  

Sculptures
Design | Tim Wes  
Glass | Van Dijken Glas Beleving  
Epoxy | Genesis Steel  
Construction | Ramstechniek  
Lighting | Nick Mansveld  
Logistic Handler | Big Boi Truck & Co

ABOUT THE CLIENT
We are rebels with a cause and a catalyst for change, breaking the norms on a journey that redefines the art of driving. Here to disrupt the status quo, we accelerate beyond convention and set higher standards for what a car can be. We believe that if we can dream it, we can create it.
NEXT PROJECT
We are rebels with a cause and a catalyst for change, breaking the norms on a journey that redefines the art of driving. Here to disrupt the status quo, we accelerate beyond convention and set higher standards for what a car can be. We believe that if we can dream it, we can create it.