Marketing a car costs big bucks. Unless you hire Felix Hernandez to do the job. You might remember his earlier project for Audi when Felix photographed a $40 miniature toy car and made it look like a $160K-worth R8, but for his latest assignment with Audi Middle East, this professional photographer created a personal desert and roadway right in the middle of his own studio.

Even though Felix is the master of the mini-world, this project was challenging even for him: “Where I normally work with 1/18 scale model cars, for the Q2 launch I was commissioned to do a studio photography series using a 1/43 scale model,” says the photographer. “This was my first time doing this kind of car photos with such a small model.”

To pull it off, Felix used some photography hacks – foam core, LEDs, and sandpaper to build an indoor roadway, while his sand dunes consisted of polvo fino (fine powder) mixed with water. The settings came out looking just like the real deal and are on their way to fool millions of eyes worldwide!

Hernandez did, however, spend some of Audi’s money to fly to Dubai with fellow photographer Adrian Sommeling where they took a shot of the Q2 in front of an iconic Middle Eastern cityscape.

More info: (h/t: petapixel)