WHY YOU SHOULD FOCUS ON GREAT PHOTOGRAPHY FOR YOUR VEHICLES

If you ask me…
There’s always been a divergence of creative standards when it comes to photographing vehicles. However, it appears that too many brands are falling into the trap of believing that quality photography is less important. In reality, it’s more important than ever.

Success in the vehicle industry begins with great products, however, it does not end there. The competitive nature of vehicle markets means that it’s not enough to just ‘show a bit of metal’ and expect the orders to flood in. A good product must therefore be given the chance to strike a balance of emotion and rational appeal. That’s where photography comes in.

Fail to plan, plan to fail
When you photograph a vehicle there are a number of considerations that you must apply before you even commission professional photography. It starts with a brief that explains what the desired outcome looks like, followed by a mood or story board depending on the nature of the shoot. There is an art to any successful photography shoot, it starts and ends with time.

A little knowledge is a dangerous thing
Everyone is a photographer. Except they are not. For example, let’s assume you want to create a rolling shot of a vehicle. To achieve that ‘killer’ shot requires a blend of precise timing and a thorough understanding of movement. Consideration must also be applied to lines, curves and glazing and how light can affect these elements.

It stands to reason that the positioning of the camera must be at a low angle. In an age when people reach for the drone first, it still holds true that the most spectacular images are captured when you get your knees dirty.

Conveying speed doesn’t require the vehicle to be moving fast. The vehicle should be at a crawl or indeed stationery, employing a slow shutter speed can introduce a sense of motion blurring to the background.

It’s what happens post the shoot that makes the difference
No matter the conditions on the day of the shoot, a good shot becomes a great shot in post production. This requires a deep understanding of highlights, contrast, shadows, saturation and texture, amongst other disciplines. Retouching a photograph is a skill best left to the people who make a living from crafting stunning images.

Build desire and drive conversations
In competitive markets first impressions matter. Building desire for commercial vehicles should be no different from that of household car brands. People still want to fall in love with your product. It’s up to you to stop the scroll and hold the page by producing dynamic photography that is impossible to ignore, builds desire and sparks conversations.

Have you ever thought?
Professional photography is not cheap to buy. However, across the ‘extended’ lifetime of a truly stunning image it’s incredibly cheap to own.

Until next time…
Phil Westwood
Creative Director, Greensquare