When you spend time in both the editorial and advertising worlds, a lot of magazine car shooters ask how to make the jump to commercial photography.
After developing a concept and trying to execute the teams vision, agencies don't generally go straight to a photographer. Instead, ad agencies work with large photo agencies who send stacks of incredibly impressive portfolios. And when a photographer is found with the right look, we get on a conference call and talk to the photog, plus their handlers.
Once hired and on set, these photographers don’t just grab a camera and start snapping. These are full, high-budget shoots where the hired photographer acts more like a director and a picture-taker. Their ability to coordinate teams and a lot of moving parts is just as important – if not more so – than their artistic eye.
But before these editorial photographers can get to this point, the first thing they need to do is find a way to make the mundane beautiful. It’s hard to take a boring photo of a racecar, for example. With their wild liveries, aggressive aero and athletic stances, a racecar will look good even when shot with a potato camera. But if someone can make a Little Tykes Cozy Coupe look epic, then they can join the elite ranks of commercial artists who can command up to six-figures for a shoot.
Ecuadorian photographer Juan Fernando Ayora fits comfortably in that second category. While it’s easy to make a Porsche 911 look beautiful, few would be able to look at the rusted carcass of one and see art. His collection of Porsche 911 imagery is at once beautiful and haunting.
The car itself looks as if it was pulled from the bottom of a lake, its bare shell showing the colors of decay. But when examining the details of the work, it appears that the rust hides a perfectly imperfect body. Ayora masterfully uses framing and light to show this car’s true beauty, revealing it to be a lust-worthy object that would go unnoticed if viewed in, say, a barn.
And when looking at this shell in Ayora’s light, our own imaginations begin to stir. This Porsche 911 chassis would be the perfect base for a car build inspired by ICON’s “Derelicts” line. Just outfit the chassis with contemporary parts, maybe spray a coat of clear over the shell’s unique patina and give this Porsche a new lease on life.
Of course, doing so would require us to get a massive bump in pay – still gotta deal with that Porsche Bubble tax, after all. Until we command six-figures as commercial photographers, we can at least look at these works of art and dream. Get your own prints and create your own Porsche dreams by clicking here.