Продуктовата фотография в автомобилната индустрия

Cars today are an  important and almost indispensable part of people’s daily lives.  Only for  2020 . worldwide sold 63.8 million units.

The main segments in the automotive industry include  commercial vehicles and cars.  As the niche is located in a wide range – from medium and large sedans to compact and subcompact cars. From everyday cars to  luxury cars  and those with collector’s value.

As in any industry, so in the automotive industry, the end product  is intended to sell  And the easiest way for a product to reach consumers is by showing it.

Whether through online or offline advertising, a company or commercial catalog, in a showroom or at an exhibition,  companies need experienced car photographers  to “polish” their babies to perfection. Especially now that an online presence is a must for any business.

The power of product photography to sell cars in the digital age

The main goal of product photography in the automotive industry  is not just to show what a car looks like, but to inspire the viewer to see beyond. To make him  get a real sense of how he will feel  if he owns a certain car.

 “I shoot first-class cars – yes, it’s nice.” “I usually shoot cars you don’t need and probably can’t afford, but you really want them.

 My job is to create an image that gives you the strong feeling that you want to be a part of this life. ” – says  Tim Wallace,  a prominent British commercial advertising photographer who works with many high-end clients.

Such as :

  • Jaguar
  • Land Rover
  • Mercedes
  • Lamborghini
  • Aston Martin
  • Ferrari
  • Chevrolet and Mustang

Tim Wallace has won several significant awards over time – Professional and Commercial Photographer of the Year, Automotive Photographer of the Year in the UK. And one of his last prestigious awards  is Photographer of the Year 2021 at the British Photography Awards in London,  for his work with McLaren.

Product photography in the automotive industry

Photo: Tim-Wallace-Photography-McClaren-

The automotive industry is a  significant consumer of digital advertising.  And this is quite understandable, given the need for a presentation to attract new potential customers and dealers. Advertising is required every time a manufacturer  releases a new model.

We live in a visually oriented world, where it often happens that the website replaces the noise. Before making a purchase,  car buyers expect to receive a comprehensive overview of the features they are interested in online.

For this to happen, car manufacturers and dealers  need high-quality, diverse product images,  including captivating exterior photos from different angles, detailed interior views, and a creative approach to the right shots that will highlight what each individual audience looking.

What are the important moments in the realization of product photography in the automotive industry?

In profitable practices, when car companies hire  a professional product photographer,  they already have a marketing strategy in place, which indicates to whom and where the specific model will be oriented. For example, for some states in the  USA  extravagant and somehow bright super cars are popular.

In  England  the predominance is felt in the classics. While in  Germany  people would choose cooler colors and practical vehicles. In the  Emirates  they rely on eccentric, luxury and expensive cars, while in crowded areas and towns with narrow streets will look for smaller and cheaper vehicles.

All this is important for the  way of presenting the specific cars.  In many cases, manufacturers have a solution and ready-made ideas about the number and type of staff they need. Of course,  the opinion of a professional car photographer is always important .

What makes a perfect car picture?

For a strong and exciting car image, the key factors are:

  • the location
  • the right light
  • the right concept
  • what and who the audience is
  • where and when the car will be presented
  • post-processing

For the choice of the type of frames is a suitable combination of static and dynamic images.

Successful car shots  are the result of the perfect balance between aesthetic light, interesting location, captivating contrast and the more unusual avant-garde vision of the photographer, with which he  conveys to the viewer a certain feeling or emotion.

 Location  presents the car in its more natural environment and has the ability to distinguish it. Different perspectives and angles  enhance the image.  The trick is the environment to interact with the car, the target audience and the main topic.

Product photography in the automotive industry

Photo: behance.net

 Light  can perfectly  Emphasize the splendor of a car.

Photo: behance.net

 With shots in motion  the character of the vehicle stands out.

Product photography in the automotive industry

Photo: autocar.co.uk

While  detailed shots  can create an additional feeling and emphasize some particularly distinctive advantages. They will  give individuality to the car.

Product photography in the automotive industry

Photo: autocar.co.uk

The inclusion of someone who is driving, opening the door or is in a certain situation with the car already inspires emotions and excitement. The connection  object – subject needs to be visible and alive.  The image must correspond to the personality of the car.

Product photography in the automotive industry

Photo: youngsophisticatedluxury

Before proceeding to a  photo session with a car , it is extremely important to specify the goal. What is the one that should be emphasized the most? The speed? Economy? Luxury? Safety?

However, there must be a  difference in the way visual information is presented to different users , because while a  Mercedes  customer may be more concerned about their heated seats and leather interior, someone looking for a family car will be interested in space, safety and economy, for example.

Here comes the moment to distinguish  who and what is the audience whose attention we are looking for.

 Luxury cars,  as well as watches, golf clubs, etc. in most cases are a symbol of social status and material wealth. The images that represent them are  appropriate to correspond to a similar way of life and to reflect a similar environment.

Product photography in the automotive industry

Photo: youngsophisticatedluxury

Suitable are  lifestyle shots and detailed photos that identify the brand,  focus on the merits of the car and its unique functionalities.

Product photography in the automotive industry

Photo: caranddriver

Product photography in the automotive industry

Photo: caranddriver

Presenting the car in a different environment – urban, extra-urban or lifestyle moments can completely  complement the viewer’s imagination and unlock his imagination.

Product photography in the automotive industry

Photo: tumblr

For a large family and especially a growing one  choosing a car will be an extremely important decision.  Therefore, features such as spacious rear seats, a large boot, safety and the practical advantages of a vehicle are key to  the performance of a family car.

Product photography in the automotive industry

Photo: volkswagen

Product photography in the automotive industry

Photo: shepron

Of course, when it comes to  supercar performance  (the world’s largest, medium-sized engines, high-performance machines) every frame needs dynamics. In addition to admiring the appearance,  viewers will long to feel what is hidden under the hood . They will expect speed, movement and spectacle.

Product photography in the automotive industry

Photo: supercars

For those looking for a vehicle that is easy to drive – especially in tight urban conditions or on winding country roads – you will need  product images focusing on the main things  that this type of audience is interested in – size, practicality, economy and of course agility when maneuvering.

Product photography in the automotive industry

Photo: caranddriver

All well-known brands in the automotive industry  invest in high quality product images

Product photography in the automotive industry

Photo: caranddriver

For one of the biggest marketing events –  Geneva Motor Show,  which is especially important for the Swedish luxury car brand  Koenigsegg , the manufacturer hires the photographer Oscar Bake, assigning him the task of taking a few photos to  focus on cars without emphasizing a specific environment . For this purpose, the company selects an empty aircraft hangar.

 “I had two big challenges that I had to overcome. My client wanted bright, shiny images, and we were standing in a dark hangar. It was too unfriendly and inappropriate background.”

“The second challenge was time. I had no control over how long we could keep each car and I had to make the most of it.”

Unable to work in a studio to overcome one of the great challenges in car product photography, the reflections of shiny car bodies,  Oscar stretched a white canvas to repel the light of two flashes outside the camera.

Product photography in the automotive industry

If you happen to be wondering what a  suitable professional studio  would look like, which is big enough and where a car photo session can be realized, take a look at the following frame.

Product photography in the automotive industry

Photo: photo-studiohire

But let’s go back to Oscar’s work and the idea of ​​the white canvas. He shares:  “This helped me generate delicate reflections and gradients in the paint and carbon fiber.”  Here are the results he achieved with  Sony α7R II, Profoto B1  and his idea.

Source for Koenigsegg / Oskar Bakke: profoto.com