Campaign for Tesla Cybertruck shot in the highlands of Iceland

The highlands of Iceland plays a key role in a brand-new promotional campaign for the electric pickup truck Tesla Cybertruck, which was shot in Iceland.

The car was premiered in December 2019 and immediately attracted a lot of attention. Just two days after the premiere, Elon Musk, the CEO of Tesla, revealed that more than 146 thousand orders had already been received.

Straight out of a sci-fi movie

Photographer Benjamín Hardman was one of the people who came up with the commercial, which was shot in the highlands of Iceland last autumn. He shared some photos of what happened behind the scenes and told his followers on Instagram about the project.


I can’t say Iceland has ever felt more like standing on a different planet than seeing the Cybertruck in the highland landscape. Straight out of a sci-fi movie. This fall I had the opportunity to work with the @teslamotors team and @heroiceland on their Cybertruck delivery campaign shoot.

“A lot of hard work behind this”

I was mostly assisting with logistics, on set location scouting and documenting behind the scenes, but I did manage to capture some images along the way too and have been so excited to share them. Thanks to everyone on the team for bringing the project to life, a lot of hard work behind this,” Hardman wrote on Instagram.


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