Behind the scenes of Goodwood Revival’s 2024 advert

21st March 2024

While the Revival isn’t set to open its gates until September, the team is already getting into the full swing of things in preparation. Here’s everything you need to know about this year’s ultra-chic Goodwood Revival creative reveal and the man behind the lens…

  • Revival

  • Goodwood Revival


Three epic days, 150,000 guests and a mighty dose of Goodwood Revival spirit. With just months to wait until the weekend of the year is upon us, the Estate is a buzz with the intricate details that make for an event to remember.

And one person whose skills have been enlisted to create some of that buzz is luxury fashion photographer Matt Hind. Matt, who has shot for the likes of H&M, Ralph Lauren, Virgin and Vanity Fair, brings his creative skills to the Revival party by capturing the true essence of the style and grace that makes it such a fabulous event in this year’s master creative:

“Goodwood Revival is an extraordinary event. I have been fortunate to attend many times over the last 10 years, taking portraits for Men’s File magazine, so I was excited to be asked to be part of the creative team that developed and produced a campaign to promote this year’s event,” says Matt.

Shot here on the Goodwood Estate in September 2023, showing it in all its elegant glory, this year’s creative was captured on the hillclimb – previous shoots have taken place at the Motor Circuit and other picturesque settings around the Estate. This intentional move was to showcase the road to the Goodwood Revival and the joy of driving to the event on stunning Sussex roads.

Thomas Drinkwater, Goodwood’s Event Marketing Manager is integral to the Revival weekend and has a clear vision when it comes to the hero creative: “From the historic motor racing to the sustainable fashion stories, capturing all the different elements that makes Goodwood Revival so special in one advert is quite a challenge. Matt’s carefully crafted shoot managed to encapsulate the iconic glamour that so many adore about Revival.”

Capturing the Revival aesthetic

If you’ve been to the Revival, you’ll appreciate that part of what makes it such a memorable weekend is the top-to-toe efforts that guests put in to look just the part. It’s this flawless style that Matt wanted to capture in this year’s creative, which can be spotted in prime spots such as major railways stations up and down the country, (including Brighton, London Victoria and Gatwick Airport) and in the national press.

“For Goodwood Revival it is always important to have a clear understanding of how to channel the cultural and visual aesthetics of a particular era relevant to the Goodwood race circuit’s history. For this year’s event we chose the early 1960s. The aim is to accurately reference the period with styling, casting and choice of car, bring it back to life and yet keep it relevant for a modern audience,” says Matt.

The conceptualising process took place several weeks before the shoot, with the full support of his Grace, the Duke of Richmond and the wider team to ensure it was successful. As well as being a master behind the camera, Matt also captured some eye-catching video footage which will be shared on our Goodwood channels in the coming months.

Lights, camera, action

With any outdoor shoot – and indeed, event – the team runs the risk of battling the elements on the day. “The weather forecast for the time of the shoot was forecast to be atrocious, necessitating a dramatic last-minute change of plan, not straightforward with a crew of 20, including models, stylists, hair and make-up, drivers, cameramen and assistants, all required to achieve the final result. Fortunately, on the day of the actual shoot we had perfect conditions,” shares Matt.

With the sun shining and the crew in place, Matt shares what made for a triumphant day: “The behind-the-scenes production required to get a great team together is significant. The Goodwood motorsport team has fantastic relationships with owners of beautiful and rare vintage cars and this year’s shoot would not have been possible without their enthusiastic support.”

Working on a campaign like this is particularly satisfying for a photographer, Matt shares: “The final image needs to reference the authentic origins of Goodwood motor sport but excite and inspire and remind us just how exciting Goodwood Revival is.”


Ready for the Revival? The Revival early bird ends on 30 April so be sure to secure your tickets soon and remember – kids go free. 


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