Hasselblad Selected for Shooting Ferrari Calendar

calendar Nov 30, 2009

11/30/2009 The photographer, Günther Raupp, uses the Hasselblad H3DII-50 to shoot the strictly limited Ferrari Calendar


From the beginning, the legendary founder of the company, Enzo Ferrari, was burning with pure passion and motivation. That is why there could only be one engine for the first car that bore his name: a V12. It had just one sole purpose – to win races!

It is here, in sporting competition, that the Ferrari legend has its roots. Magnificent technology, countless triumphs on all the world’s race tracks and the grandeur of Ferrari sports cars have held enthusiasts spellbound ever since.


Are there perhaps any parallels between the Italian sports car manufacturer’s large-format annual calendars and the title “Mito Ferrari”? “I regard my work as a sporting challenge. Consequently, I approach this project as I would a race that I can win by using the media of photography and graphics,” confesses the Stuttgart-based automobile photographer, Günther Raupp (BFF), quite openly. And he certainly knows what he’s talking about: 2010 marks the 26th year in succession that he has been responsible for the photography and graphic design of Ferrari calendars.

Over the years Pirelli and Ferrari can claim to have produced the only calendars to enjoy cult status amongst their target groups. The two calendars differ in that the tire manufacturer engages a new photographer each year while the Italian sports car manufacturer has been relying on the top German automotive photographer for over a quarter of a century now. This is quite a unique tradition in today’s dynamic advertising scene.

“I simply identify myself with Ferrari. It is the same basic sporting attitude of striving for the maximum. And then to keep pushing further and never being satisfied.” Raupp views gaining the approval of Ferrari enthusiasts worldwide as his own personal obligation: “For years now many of them have been hanging their Ferrari Calendars in the same position on the wall, either at home or in the office. They then live with one single image for 30 days. If that works well, then we’ve won,” he replies, when asked whether he manages to achieve his intended visual communication objectives.

If further proof were needed, the numbered and strictly limited edition of the Official Ferrari Calendar “Mito Ferrari” is sold out virtually as soon as it is published. “It is usually the end of the year when we experience the disappointment of those who can no longer obtain a Ferrari calendar. As it does with its cars, Ferrari also consciously restricts the print run of its calendars.” One way of viewing the Ferrari Calendar 2010 is to order a copy from the online shop. Simply visit the website http://www.raupp.com. The calendars are dispatched on a strictly first-come-first-served basis.


On the subject of Ferrari photography, Günther Raupp offers a further racing analogy: “I use technology in the same way that Michael Schumacher would: I must be able to rely on it fully, even when I make daring manoeuvres. This gives me enormous scope to develop and enables me to concentrate solely on my objective – the photograph.” Raupp has photographed Ferrari Calendars for over 26 years now with Hasselblad. “If I were to define my own performance, I would say that I there is no point entering the race for the best shots in anything but a top-class vehicle.”

If you have any questions regarding the shooting or the Official Ferrari Calendar “Mito Ferrari”, please, do not hesitate to contact Mr. Raupp at [email protected]