At the beginning of the summer, McCann Mexico and Oriental Films commissioned me to shoot their latest billboard and print campaign ‘Find New Roads’. The location was a dry lake bed, a seven hour drive north-west of Mexico City, where the wind blew and the sun was harsh. Much of the planning took place over the phone and via virtual meetings before I arrived in the country, and then there was a good deal of time to reconnoitre the area and to make sure we all knew what was happening on the day. One of the many challenges was shooting from a ten metre platform, in gusting winds and in low light (the basis the image was shot just before dusk), and keeping the vehicles clean was also a challenge, given the location, wind and the colour of the SUV’s. The billboards are currently going up all over Mexico City.