Fast Women Ata Pueata by Martin Hoffmann is a highly esteemed winner of the very prestigious 2025 A' Design Award Apamemea in Mamanu Pu'eata Competition Category.
ApamemeaPu'eata· 2025
Fast Women Ata Pueata
Client: Hoffmann Design
A' Design Award Apamemea Winner in Pu'eata Category
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- Verified Award Winner
- Verify Award Status for #168856
The Design
About Fast Women Ata Pueata
O lenei fa'asologa o ata pueata e fa'aalia ai le autu o fafine ma ta'avale tuuga mai se va'aiga fou. E le o se mea teuteu, ae fa'aalia le fafine o se tagata loto mautinoa i totonu o se si'osi'omaga fa'atekinisi. E fa'aalia e ata ta'itasi le naunautai, le malielie ma le māmā, a'o fa'alogogaina lemu ai fo'i le vaivai. E taofi pea e le gagana o le tino se matagofie fa'alenatura. O le tu'ufa'atasiga manino o ata ma le ta'aloga fa'amoemoe i le fa'aseseina e ta'ita'ia ai mata ma fa'atupuina lagona. Mo se tete'e paleni, o le lanu mafanafana fa'avae o ata e fa'atusatusaina i nisi vaega i le malielie fa'atekinisi. I le aotelega, o fa'ailoga e fola mai ai se si'osi'omaga filemu ma taulai atu.
The Recognition
About the A' Design Award Apamemea
O le A' Design Award Apamemea na manumalo ai Fast Women Ata Pueata, o se faamaoniga matuā mamalu e tuuina atu i mamanu ese e iloga i le fatufatuaʻi, le atamai ma le poto. O ē manumalo i le Apamemea o mea e iai le tomai atoa ma fatufatuaʻi mataʻina e faamaonia ai le poto masani tele, le mafaufau ma le atamai o tagata mamanu. E faamoemoeina Fast Women Ata Pueata e avea ma mea e vivii tele, ua pelepelea, e iloga i le tomai faapolofesa ma mea fou. O lenei mamanu na manumalo i le A' Design Award Apamemea e tuufaatasia ai faiga sili i le faatufugaga, saienisi, mamanu ma tekonolosi ma e sili ona lelei i le mataituina o mea itiiti. Fast Women Ata Pueata e faamalieina matagofie manaʻoga, pa i manaʻo, faalataina lagona ma faaosofia le fia iloa.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Women and racing cars? Fast Women changes perspectives. The women are active protagonists, surrounded by racing technology, their gaze reflects self-confidence, but also a certain vulnerability. The body language maintains feminine elegance in every situation. At the same time, the motifs radiate calm. The viewer's gaze is guided by the clear image composition, the play with blurring supports this and creates emotions, the warmer basic tone is sometimes contrasted by a technical coolness.
- Dimensions & Packaging
- The pictures were published in a 297 x 210 mm book as well as in a 420 x 297 calendar
- Tags
- Photography, Self-confident Women, Power Women, Racing Cars, Fun, Racetrack, Emotions, Elegance, Modern Perspective, Female Racing Drivers
- Production Technology
- Special photo shoot at the Mugello race track. Camera Canon EOS R5, lenses Canon RF 50 f/1.2L USM, Canon EF 70-200 f/2.8L IS USM, post-processing with Adobe Lightroom (corrections, presets) and Photoshop if necessary.
- Design Challenge
- The most difficult thing was to capture the self-confident image of women authentically, without stereotypes or pointing fingers. As the models are not professionals, they were involved in the image ideas. They were able to internalise them and express their feelings. Depending on the motif, it required more or less communication, measured instructions or simply letting them act freely. The creative challenge was to portray the woman as self-confident, determined, elegant, feminine and fun.
- Research
- Type of research: Women and motor racing - a typified topic from a new perspective. The aim: To portray the self-confident woman in the context of motorsport, not without a sympathetic relaxed attitude. The methodology: A pleasant atmosphere on location, permanent involvement of the models, putting themselves in special situations, the photographer as a sensitive observer of the scenes and moods. Suitable shooting positions, perspectives, surroundings. Post-processing for optimisation, colour fine-tuning. The result: the images reflect the changing role models of women and also show the fun in the process
- Inspiration
- The woman not as a decorative accessory, but self-confident in a technical male environment. Inspired by the idea of conveying respect for the person depicted in each image, my aim in Fast Women was to capture self-confidence, determination, coolness, but also simply lightness and fun in aesthetic images. Strength combined with subtle vulnerability - a field of tension between action and sensitivity.
- Project Duration
- The photos were taken during a 2-day event in Italy, early September 2024. Editing and optimization of the images as well as the presentation in the Book took place in November 2024 in Neu-Ulm, Germany.
- Operation Flow
- The photos are part of a high-quality, limited-edition photo book as a special project. In full-page images and a harmonious structure, consistent in layout, an appealing compilation offers new perspectives. Only selected people will receive this work as a special honour. A limited number of calendars were also produced with these photos.
- Image Credits
- Image #1: Photographer Martin Hoffmann, Fast Women, 2024
Image #2: Photographer Martin Hoffmann, Fast Women, 2024
Image #3: Photographer Martin Hoffmann, Fast Women, 2024
Image #4: Photographer Martin Hoffmann, Fast Women, 2024
Image #5: Photographer Martin Hoffmann, Fast Women, 2024
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