On some shoots, the temptation to give in to one’s surroundings is great. Such was the case when New Country Motor Car Group and Penney Design Group brought Greg in to photograph Wide World Ferrari Maserati in Spring Valley, New York. Surrounded by some of the world’s most incredible high-performance luxury automobiles, he found it a challenge to keep his eyes off the cars. Which turned out to be a good thing.
Every step along the ‘path to purchase’ is a ritual in itself
The assignment was to photograph the building and document the physical spaces through which a buyer is escorted along the “path to purchase.” From selecting seats, a steering wheel and rim design to choosing interior colors and fabrics, every step is a ritual in itself.
Because this personalization is such a key component of the buying experience, few cars are actually kept in inventory. The ones on display, then, are true showpieces – and Greg made sure to get at least one into every shot.
Greg also knew that he’d be shooting during business hours. So, his nimble battery-powered lighting units really came in handy, making it easier to maneuver and light with precision without drawing undue attention—not that anyone in the dealership was focused on anything but the cars.