Electric Energy: Documenting the Citroën Ami UK Road Trip
Client: Citroën
Partners: Carwow & Strata Create
Project: Nationwide Brand Activation & Road Trip
Discipline: Event Documentation, Automotive & Lifestyle Photography
The Brief: Capturing a Energetic Road Trip
Some briefs come with a call sheet and a shot list. This one came with a route map and a moving target.
CarWow and Strata Create commissioned Visually Rich to follow the Citroën Ami across the UK on its official nationwide road trip. An ambitious brand activation built around one of the most distinctive and conversation-starting vehicles in Citroën's modern lineup. The brief was to document the journey as it happened, the car, the cities, the public reactions and the energy of a live campaign that never stopped moving long enough to be treated like a controlled shoot.
The Journey: Content Creation on the Move
Documenting a marketing road trip is a completely different discipline to a planned shoot day. There's no lighting setup to hide behind, no location you've had time to scout properly, no second pass at a moment once it's gone.
We followed the Ami through multiple UK cities. Working in a run-and-gun style that matched the pace and energy of the activation itself. The car's character demanded that approach. It draws people in, starts conversations and creates genuine moments of public engagement that only exist for a second before they're over. Our job was to be in the right position to capture them before they disappeared.
Varying light conditions across multiple regions, unpredictable UK weather and a schedule that kept moving meant technical adaptability was as important as creative instinct throughout. We delivered high-resolution stills for press use and social media simultaneously, keeping pace with a campaign that needed content ready as fast as the road trip was producing it.
The Result: A Nationwide Success
Citroën and their partners received a same-day library that captured the moments of the journey for their socials. From the first city to the last stop, blending automotive photography, lifestyle imagery and live event documentation into a cohesive visual record of a campaign that was always going to be judged on its energy as much as its execution.
The content ran across social channels, press placements and digital campaign activity, translating a physical road trip into a digital presence that reflected exactly what the activation felt like to be part of.
Visually Rich provides professional brand activation photography, automotive documentation and live event content creation for brands, agencies and automotive manufacturers across the UK. From nationwide tour coverage and same-day social content delivery to multi-agency campaign photography for major automotive brands. We work at pace, in any environment, without compromising the creative standard the brief demands. If you're planning a brand activation, automotive event or live campaign that needs visual content created on the move, get in touch.
