Steve Dunstan has always been someone who notices how things are put together. As the founder of Huffer he moves through the world with a particular kind of attention — to texture, finish, detail, and the stories that quietly sit beneath the surface. So when he took the wheel of the all-new Audi Q3 and drove south to Huntly to creatively direct an FQ shoot, it made sense that the drive itself would become part of the creative process. Here, he tells us what happened along the way.
Steve: There’s something I’ve always loved about coming over the southern side of the Bombays and seeing that vast view open up across the Waikato. The big landscapes and long views into the distance give perspective. It shifts your mindset a little. I’ve always been someone who notices textures, finishes, and the way things are put together — and the Audi Q3 immediately felt considered. The surfaces, details, and materials had a quality to them that made the interior feel calm and refined rather than overworked. On the open road, the first thing I noticed was a sense of confidence and certainty. The premium feeling isn’t really about luxury in an obvious sense — it’s more subtle than that. It’s the stillness, the comfort, the way everything comes together without announcing itself. You feel relaxed, but still connected to the drive.
I ended up using the car like a moving office between locations — laptop out, checking imagery, planning next shots. Having USB-C charging for laptops, phones, and equipment was genuinely handy. I think good design is when something works in the background without drawing attention to itself, and the Audi Q3 felt a bit like that. For the shoot (on page 112), we wanted to celebrate an honest version of New Zealand — the kind of landscape people often drive through without stopping to appreciate. We wanted to capture a sense of freedom and exploration, an energy that felt youthful, optimistic, and open. The styling had a relaxed confidence — effortless, curious, not overly polished. Ultimately, we wanted it to feel like a moment: honest, carefree, and sure of itself.
After a day like that, the drive home becomes part of the creative process. You’re replaying moments, thinking about what worked. For me, storytelling doesn’t stop once the photography is done — in many ways, that’s just the beginning. I’ve always been interested in things that feel like they’re moving culture forward, not loud or obvious, but thoughtful and progressive. What resonates with me about Audi is the design philosophy. There’s a restraint to it. It doesn’t need to shout. That understated confidence probably aligns with how I see design and progress too. If I had to describe the Q3 in three words? Confident, refined, and progressive.
The all-new Audi Q3 is available now at your local Audi dealership starting from $74,990 (excluding on-road costs).
This article originally appeared in the Winter 2026 issue of Fashion Quarterly.
Imagery: Derek Henderson
Words: Steve Dunstan
