Exploring the History and Relevance of Black and White Images and Timeless Appeal in Modern Photography

In exploring the history and continuing appeal of black and white photography, a quick history is in order. Weissmann Preservation Center at Harvard Library has gathered and printed Harvard’s History of Photography Timeline from 1926 to 2004, a bullet-point list of important moments in photography.

Key stops for all photographers from amateur to professional include:

  • 1851: Frederick Scott Archer introduced the wet collodion process – This innovation in photography required less time for exposure.
  • 1874: Silver gelatin paper becomes commercially available. The widespread use of silver gelatin paper in the 1890s made it the most common black-and-white photographic print process of the 20th century.
  • 1885: French criminologist and anthropologist Alphonse Bertillon introduced the modern mug shot. Taking mug shots provided professional photographers with income.
  • 1888: George Eastman markets the Kodak No. 1 box camera with the slogan, “You press the button, we do the rest.

1900: Eastman Kodak introduced the Brownie camera at the retail price of one dollar, their goal was to sell film and development services.

From Brownie To Black and White Art

The Eastman Kodak Brownie camera made the art of photography accessible to everyone. It is hard to fathom the excitement of the average person to be able to document the history of their lives in crisp black and white glossy printed photographs. In its day, the Brownie was the equivalent of the Apple iPhone with a built-in digital camera.

The Kodak Brownie camera

Michael Grecco may or may not have known the history of photography as a young pre-high-school man who was gifted his first 35 mm camera, but he quickly learned to document history and create art with black and white photography.

Experimenting For Perfection

The joy of taking a picture soon became an obsession in photographic experimentation for young Michael Grecco. The Brownie was the everyman camera, anyone could take a picture. On the other end of the spectrum were 35 mm precision machines that required the operator to calculate the aperture speed based on light and the required effect.

Taking picture after picture and examining the results taught Michael Grecco the fundamentals of framing, and how to use shadows and light long before his days studying with photography historian and photographer Carl Chiarenza, a master of black and white photography. Michael Grecco was fascinated with the light, framing, shadows, and effects of black and white photography.

The Human League photographed by Michael Grecco.

The artistic, documentary, and technical aspects of photography that Michael Grecco learned through experimenting paved the way for the future perfection of his detailed career as a multi-faceted photographer. He has filled roles as a freelance news photographer for the AP and captured the alluring details of the emerging Punk movement from Boston to New York for the music press.

Michael Grecco being helped across a stream by a protester at the Seabrook Nuclear Protests in Seabrook New Hampshire, 1977.

Killing Joke photographed by Michael Grecco.

As his portfolio grew, he captured candid and innovative portrait shots of people in the entertainment and sports industries. He is often a guest of fashion designers unveiling their latest runway creations.

The Timeless Appeal of Black and White Images in the Digital Age

Michael Grecco shares his knowledge on capturing black and white images for the amateur and professional in two books, The Art of Portrait Photography, Creative Lighting Techniques and Strategies, and Lighting and the Dramatic Portrait, the Art of Celebrity and Editorial Photography.

As the digital age matures with the introduction of AI, VR, AR, and the pursuit of other galaxies, the appeal of the interplay of shadows and light expressed in black and white keeps its appeal in modern photography. Michael Grecco is intrigued by the horizon of photography and realizes that the fundamentals he learned shooting with 35 mm black and white film will serve him well in modern photography.

Athletic Photography: Capturing Action, and Emotions Underwater

Athletic photography is regarded as a specialty. Capturing sporting events in motion requires specialized equipment along with a skilled photographer. The difficulties of capturing action and emotions underwater are magnified by the environment.

Capturing the tapestry of nature is an important artistic endeavor of photographers. There are professional photographers who gravitate to underwater nature photography and those who gravitate to human competition in the water. Water offers a kaleidoscope of textures and colors to the photographer that is both an ally and a nemesis.

The unique environment of photography in water presents similar challenges for all photographers who focus on nature as well as sports. Action and emotions permeate both, however, those photographers who set their apertures to photograph the live action of sports are adding instantaneous reactions to their tool belt of skills.

Equipment, Technique, and Skills that Challenge Underwater Photography

The equipment challenges of underwater photography are met by a camera manufacturing industry that competes. To best their competitors there is an inflow of capital, time, and research into developing underwater cameras and the apparatus to use them. Today the underwater photographer has freedom of movement and a choice of equipment that has never been enjoyed for underwater photography.

Photographic equipment available for underwater use includes waterproof cameras, housing, lights, strobes, and the equipment necessary. Everyday sporting events on fields, courts, tracks, courses, and raceways attract thousands of photographers who try to capture a gem among the millions of images that are taken.

Along with learning the intricacies of the latest equipment and its limitations, underwater photographer needs to challenge their own techniques and skills to capture action and emotions underwater.

The skills that shape a photographer are constant. They need to understand and use the interplay between shadow and light, negative and positive, foreground and background, and framing and perspective. These difficult skills are made more difficult to master by the challenge of water and its effect on clarity, distortion of distance, and refraction of light.

Using the Fluid Dynamic of Water to Enhance Action and Emotions

The underwater photographer must recognize the how and why of the fluid dynamic of water and its unique interplay of shadow and light on the subject. Water can be used as a foreground, background, or a combination of both to enhance action and emotion in the underwater photograph.

Michael Grecco has decades of experience beginning with 35 mm black and white photography for leading news organizations. He has developed techniques and skills that are intrinsic, intricate, and essential in creating photographs that join the forces of framing, lighting, and environment.

Each year as he tackles a new discipline in his photographic adventures his understanding of light and shadows, framing, and perspective is sharpened. Whether photographing in black and white, on the field, or in the water, Michael Grecco is skilled at capturing athletic action and emotion.

Capturing actions and emotions underwater requires Michael Grecco to apply his photographic skills to compensate for the environmental challenges that water brings to the photograph. Along with his other photographic accomplishments, Michael Grecco has mastered the art of photography that captures underwater actions and emotions.

Digital Photography: A Revolution in Immediacy

Digital photography created a revolution in immediacy, eliminating the wait for film to be processed. In 1970 when Michael Grecco received his first film camera and began his adventure in photography. The process was to buy the film, load the film (be careful not to expose the film), shoot the pictures, unload the film, wait for the film to be developed, and then view the results. Those who had their own or access to a darkroom had a time advantage over other photographers who had to wait up to a week to retrieve their developed film and see the results of their work.

Michael Grecco practiced his skills at the apex of the technological advances in 35 mm dreams. From the mid-1970s through the early 2000s camera and film researchers, developers and manufacturers were introducing technological advances that were changing photography.

Introducing the Digital Camera

In 1995, the digital camera was introduced to the public. Expensive for the average person, the digital camera was soon comparable in price to film cameras. Then in 2000, a cell phone with a built-in camera hit the market. Digital photography, a revolution in photographic immediacy was sweeping the world at light speed.

The falling retail price of stand-alone digital cameras and the increase in technological capabilities of the cell phone camera meant that more people than ever were taking pictures. The immediacy of digital photography fits perfectly with a new way of life that demands instant gratification.

The internet hosted a new form of communication that offered an outlet to the new crop of digital photographers, social media. According to PetaPixel, film photography peaked in 2000 at eighty-five billion photos. However, according to photutoria, around 2.3 trillion photos will be taken every year by 2030.

The Democratization of Photography

The immediacy along with access to digital cameras in every phone has had an immense impact of interest in photography as an art. The digital photography experience offers the instantaneous output that social media requires, it also offers the photographer as an artist instant feedback. Professional photographers shooting athletes, fashion models, products, and landscapes can make instant adjustments to their lighting, angles, lenses, and other technical aspects of their project.

Michael Grecco began his career as an independent news photographer who offered his photos to wire services such as the Associated Press (AP) and United Press International (UPI). They in turn would sell the photographs to thousands of newspapers, magazines, and other outlets. Today the citizen photographer armed with a digital camera can fill the role.

Challenges of Digital Photos

The excitement of digital photography has its own challenges. The digital camera has created an oversaturation of the visual landscape. It is increasingly difficult to stand out in the sea of billions of photos per day. The pursuit of the perfect picture can push creativity and spontaneity to the back seat.

The digital camera indeed offers everyone a shot at being a published photographer. Those who are pursuing photography as an artist, documentarian, or history interpreter need to learn the fundamentals of photography. It is essential to learn how lighting affects photos. Michael Grecco offers insight into photographic lighting in two books The Art of Portrait Photography: Creative Lighting Techniques and Strategies , and Lighting and the Dramatic Portrait: The Art of Celebrity and Editorial Photography:

Photography’s Influence on Modern Advertising: Beyond Just an Image

Photography’s influence on modern advertising goes beyond a moment in time. Beyond just an image, a photograph has the power to tell a story, create a brand, capture a feeling, create desire, and influence the viewer. The photographer is the Influencer of the digital advertising age.

Photography’s Influence in Modern Advertising- Porsche Master Mechanic Charley Folkes

Porsche Master Mechanic Charley Folkes photographed by Michael Grecco.

Photography’s Influence in Modern Advertising- New American Gothic

New American Gothic photographed by Michael Grecco.

The “Golden Age” of advertising is defined as the decades from the 1950s through the 1980s, however its power, and influence, did not end when the year turned 1990. Advertising continued to evolve. Those that are familiar with the American Television series “Mad Men” where treated to a “behind the scenes look at the boom time of the ad men.

In New York City, the glamour of the ad agencies and the people behind the ideas became a culture onto itself that was mimicked in every city and town across the USA and throughout the world. It began as the era of the grey flannel suit, the two-martini lunch and advertising men pushing businesspeople out of the spotlight in financial news. This gave way to the decadence of a counterculture that revolutionized society and all forms of art including photography. The process continues.

Photography Advertisers the Advertising

The lead character in Mad Men, Don Draper was a composite of the people who glamorized the sales pitch. The army of ad execs who inhabited Madison Ave and similar districts around the world took the ordinary and turned them into the extraordinary that people did not need but were made to want by advertising.

Photography’s Influence in Modern Advertising- Andre Da Silva

Actor Andre Da Silva photographed by Michael Grecco.

Photography’s Influence in Modern Advertising- Young Hippy Hula Hoop Dancer

Young Hippy Hula Hoop Dancer photographed by Michael Grecco.

Beyond the ad script and pitch, the ad men of the 1950s through the 1980s relied on the images that were the prime focus of the ad. For this they relied on photographers who were also evolving in their storytelling power.

The Story as a Picture

“Every picture tells a story”, and “A story is worth a thousand words.,” are cliches that drip truth. Photography’s influence on modern advertising goes beyond image to the photographer’s gift to create and tell a story in moments captured in time. Michael Grecco has developed and refined the gift of storytelling through photography by embracing its evolution.

Photography’s Influence in Modern Advertising Arcona Skin Care CEO Jenae Chanel

Arcona Skin Care CEO Jenae Chanel photographed by Michael Grecco.

Photography’s Influence in Modern Advertising- The “Soap” Twins

The “Soap” Twins, Cape Town, South Africa photographed by Michael Grecco.

Photography’s Influence in Modern Advertising- Happy Acura Car Owner Campaign

Happy Acura Car Owner Campaign photographed by Michael Grecco.

Michael Grecco learned the craft of photography by rising through the ranks as a photojournalist telling a story with each click of the shutter. Newspapers and magazines were the beginning of turning the craft of photography into a lifetime pursuit of the art of photography for Mr. Grecco.

Photo to Art, Art to Photo

From his early days of selling photos of news events to the Associated Press (AP) Michael Grecco became captivated with the nuances of lighting, framing and storytelling. Every photo he shot was a captured moment and an experiment in photographic excellence.

Photography’s Influence in Modern Advertising- Mindfulness

Mindfulness photographed by Michael Grecco.

In the late 1960s Andy Warhol grabbed the golden ring of fame for turning the art of still photographs into art. Today, Michael Grecco, a Photographic Influencer in the heart and soul of the digital age is melding his photographs to tell stories, create desire, influence, and push the boundaries of commercial advertising as art. Michael Grecco is redefining the focus of photo to art and art to photo.

Breaking the Mold: Creative Experimentation in Professional Photography

Photography has been a passion for Michael Grecco since the age of twelve, and this passion grew as he started doing creative experimentation in professional photography later on. He turned his first 35mm camera into a lifelong passion for creative experimentation of photographic techniques and innovations. Less than a decade after receiving his first camera Michael Grecco became a “stringer”, a freelance photographer for Associated Press (AP). Stringers were only paid for the photos that the AP considered good enough for publication. It was the ultimate test of shooting photographs that were a cut above the rest.

Poet Barry Yourgrau photographed by Michael Grecco.

David Duchovny and Gillian Anderson, cast of the X-Files cross-processed photographed by Michael Grecco.

In photography, it sharpened the lens for the pursuit of excellence. It meant breaking from traditional framing and lighting and developing innovative techniques that would be noticed above the dozens of other stringers who were turning in photos. During these early days, Michael Grecco experimented with lighting, framing, and unique angles when shooting photographs. His style was noticed, and he moved up the ladder. He was hired as a staff photographer at a Boston newspaper, rock magazine, and radio station.

Lighting, Lenses, Developing and Framing

Each new career opportunity enabled him to creatively experiment with different lighting techniques, new lenses, innovations in processing and film. Michael Grecco was breaking the mold with each advancement as a professional photographer. From capturing news events to documenting the early days of punk, each adventure in lighting techniques, advancements in equipment, developing techniques and framing the shot was the creative experimentation in professional photography that would set the next challenge.

Musician Al Jourgensen of Ministry photographed in Austin Texas by Michael Grecco.

Image shot for and at Smashbox Studios photographed by Michael Grecco.

Today in the world of photography Michael Grecco proudly wears the moniker “Master of Lighting”. Throughout his long storied career Michael Grecco has combined an experimental approach to perfecting the technology of professional photography. His personal artistic vision leads him to explore all the genres and applications of his passion of professional photography.

From news to pizza ads starring iconic country stars, Michael Grecco is equally at home photographing, high fashion, action sports, advertising and the depths and nuances of life and the universe. He embraces the challenges of creative experimentation in new technology, lighting, lenses, camera equipment, framing and presentation and whatever technology will offer next.

Al Jourgensen of the band Ministry photographed by Michael Grecco.

David Duchovny and Gillian Anderson of the X-Files photographed by Michael Grecco.

The Photographic Signature of Michael Grecco

Michael Grecco continues to challenge himself and his vision to experiment with all the tools that a professional photographer can use in the era of technological advancement. Using a drone, computer, telescope, satellite, or old-fashioned box camera are all part of the photographic signature of the creative experimentation in professional photography by Micheal Grecco.

Guitarist Al Jourgensen of Ministry photographed by Michael Grecco.

Mr. Grecco sees no limits to the boundaries that have opened in the art of photography by technology. VR, AR, and AI are all challenges in breaking the mold by using creative experimentation in professional photography. Michael Grecco looks forward to embracing them all and integrating them into the art of creative experimentation in professional photography.  

The Art of Environmental Portrait Photographs – Telling Stories Through Spaces

Michael Grecco tells stories through spaces in his environmental portraits. Early photographers were at the mercy of technology. It was a case of tools limiting artistic vision for the earliest photographers. The size of the camera, the film, development, and printing techniques all had to be considered by the photographers of the 1880s who shot stoic portraits. The earliest steady work for the photographers in the 1880s was taking portraits for the law, today known as mug shots.

Actor Martin Landau when he won the Oscar for the movie Ed Wood, by Michael Grecco.

Actor Lucy Liu shot for People Magazine by Michael Grecco.

Each technological advancement in photography, equipment, developing, printing, and displaying it added new layers for the photographer to explore. The staple of photography, the portrait went from historic to artistic. Trained photographic technicians could capture clear law enforcement, school, or family portraits. The photographic artist, visionary and innovator turned stoic portraits into the art of the environmental portrait.

It took the eye of an artist to use the tools, techniques, and technology of photography to advance photographs to the realm of telling stories through spaces.

Comedian and actor Mel Brooks photographed for People Magazine by Michael Grecco.

Environmental Portraits

Cutting his teeth as a news photographer at the pinnacle of the era, Michael Grecco developed a unique style of freezing moments in time. Through the lens of his camera Mr. Grecco saw his job as a storyteller with photos. This included capturing the subjects of his photos in the spaces that they inhabited. Over the decades he has mastered this technique which has become known as environmental portraits.

Surfer Howard Devon shot for Business Week photographed by Michael Grecco.

Director Martin Scorsese on his “perch” in New York City, photographed by Michael Grecco.

The photo above captures a quiet moment with the iconic director Martin Scorsese. Here, Scorsese stands on a rooftop, his gaze over New York City, a place that’s as much a part of his story as his films. The city’s buildings rise around him, not just as a backdrop, but as silent witnesses to his remarkable journey in cinema.

Comedian and host Chelsea Handler by Michael Grecco.

Houda in Death Valley by Michael Grecco.

The choice of environment becomes an integral part of the story. Mr. Grecco uses the environment not to frame the subject but to harmonize, complement and tell stories with its inclusion. His earliest work as a photographer who documented the beginnings of punk afforded him a rich environment to tell stories through the spaces of his photography.

Artistically Technical

Porsche Mechanic photographed in Beverly Hills by Michael Grecco.

Comic actor Steve Martin photographed by Michael Grecco.

Michael Grecco has developed all the technical tools of a professional photojournalist and applied them to creating artistically technical environmental portraits. The classic skills of a professional photographer are evident in the art of Micheal Grecco. Lighting, framing, and depth of field all contribute to the artistically aesthetic photos Mr. Grecco produces across an array of applications.

Houda in Death Valley, California, photographed by Michael Grecco.

The above photo is from the advertising portfolio of Michael Grecco, on its own it is art. The subjects and environments harmonize and contrast to fill spaces with stories beyond background and framing. Michael Grecco applies his love of artistically technical environmental portraits to tell the stories in the spaces that he sees through the eye of his camera in every genre he undertakes.

The Intersection of Photography and Technology: Embracing Innovation

In the ever-evolving world of photography, the one constant has been change, driven by leaps in photography and technology. From the days of the darkroom to the digital age, photography and technology has expanded the horizons of what’s possible in photography. Today, as we stand at the forefront of a new era marked by drones, AI, and mirrorless cameras, photographers like Michael Grecco are at the vanguard, embracing these changes to push the boundaries of their art.

Drones: A New Perspective

Drone photography has revolutionized the way we capture images, offering a bird’s-eye view that was once the sole purview of helicopter or plane photography. For Grecco, drones have opened up a new dimension in his work, allowing him to capture landscapes and cityscapes from mesmerizing angles. The ability to shoot from elevated vantage points has given his work a new depth, adding a layer of grandeur to his already impressive portfolio.

A drone hovers above Great Sand Dunes National Park and Preserve, Colorado taking photos from above. Photography by Colin Lloyd.

AI-Assisted Editing: The Future of Post-Production

Artificial Intelligence (AI) has made its way into the photographer’s toolkit, offering tools that can significantly reduce editing time while enhancing creativity. AI-assisted software can now sort, tag, and even edit photographs based on learned preferences. Grecco leverages these tools to streamline his workflow, focusing more on the creative aspects of his work. The precision and efficiency offered by AI have enabled him to experiment more freely with his images in post-production.

The Rise of Mirrorless Cameras

The transition from DSLR to mirrorless cameras marks a significant shift in photography. These cameras are lighter, faster, and offer better video capabilities, making them ideal for photographers on the move. Grecco has embraced this technology, appreciating the compactness and versatility of mirrorless cameras. The reduced weight does not come at the expense of image quality – a crucial factor in professional photography.

Staying Ahead in a Digital World

In a rapidly evolving digital landscape, staying relevant means staying adaptable. Grecco’s approach to embracing technological advancements is not about jumping on every new trend but about understanding how each innovation can enhance his artistic vision and storytelling. It’s about finding a balance between new tools and timeless techniques.

Technological advancements have not only changed the tools of the trade but also the way photographers approach their craft. In the hands of a master like Grecco, these tools become an extension of the artist’s vision, enabling him to explore new creative territories while maintaining the essence of his art.

In the realm of photography, understanding and leveraging the latest technological advancements goes hand in hand with mastering the art of composition. Techniques like the rule of thirds, leading lines, and framing are foundational skills that remain vital, no matter how advanced the equipment gets.

Are you looking to harness the latest in photography technology for your next project? Michael Grecco combines his mastery of traditional photographic techniques with a keen understanding of cutting-edge technology to deliver stunning, contemporary results. Whether it’s a high-end advertising campaign or a personal project, his expertise can help elevate your vision. Connect with Michael Grecco at (310) 452-4461 or info@grecco.com to explore how the latest photographic innovations can bring your creative ideas to life.

The Evolution of Portrait Photography: From Classic to Contemporary

Portrait photography, an art form steeped in history, has continually evolved, reflecting the changing tapestry of society and the ever-advancing technology of the camera. From the rigid, stoic poses of early daguerreotypes to the dynamic, storytelling images of today, this genre has witnessed a remarkable transformation, adapting to cultural shifts and artistic trends.

Robert Duvall photographed by Michael Grecco.

The Classic Era: A Study in Formality

In its early days, portrait photography was an exercise in formality. Long exposure times required subjects to remain still for several minutes, often resulting in stiff, unsmiling portraits that were more a record of appearance than an expression of personality. The focus was on clarity and detail, with photographers often employing painted backdrops and elaborate costumes to convey status and elegance.

Jason Schwartzman photographed by Michael Grecco.

Lucy Liu photographed by Michael Grecco.

The Transition: Capturing the Candid

As technology progressed, so did the art of portrait photography. The introduction of faster film and more sensitive cameras allowed photographers to capture their subjects in more natural, relaxed poses. This shift marked the beginning of candid photography, where the emphasis moved from how people wanted to be seen to capturing them as they truly are.

Richelle Fox photographed by Michael Grecco.

Bradley Schumacher photographed by Michael Grecco.

Contemporary Portraiture: A Tapestry of Stories

Today, contemporary portrait photography is a rich tapestry of styles and approaches. It’s no longer just about capturing a likeness; it’s about telling a story, conveying an emotion, and revealing the essence of the subject. Contemporary portraits can be candid and raw, stylized and conceptual, or anything in between. Photographers like Michael Grecco have mastered this art, using their unique vision to create images that resonate with depth and authenticity.

Arnold Schwarzenegger photographed by Michael Grecco.

Jane Monheit photographed by Michael Grecco.

Michael Grecco’s Vision: Blending Past and Present

In his approach to portrait photography, Michael Grecco seamlessly blends classic techniques with modern trends. His work is characterized by a deep understanding of lighting and composition, coupled with an intuitive sense of his subjects’ personalities. Whether he’s capturing a high-profile celebrity or creating a personal portrait, Grecco’s photos tell a story that goes beyond the surface, inviting viewers to connect with the subject on a deeper level.

Steven Spielberg photographed by Michael Grecco.

Composition in Portrait Photography

In any era, the key to a compelling portrait has always been composition. Techniques like the rule of thirds, leading lines, and framing are not just artistic choices; they are tools to draw the viewer’s eye, to focus on the subject, and to convey a message or emotion. Masters of portrait photography leverage these techniques not only to create visually pleasing images but also to add layers of meaning and narrative to their work.

Martin Scorsese photographed by Michael Grecco.

Whether you’re an aspiring photographer looking to hone your craft or a brand seeking a powerful visual story, the art of portrait photography offers endless possibilities. If you want to capture the essence of your subject with a contemporary twist, Michael Grecco is the photographer to call. With his expertise in blending the classic with the contemporary, he can bring your vision to life in a way that resonates with today’s audiences. Reach out to Michael Grecco at (310) 452-4461 or info@grecco.com and take the first step towards creating a portrait that’s not just seen, but felt.


The Challenges of Automotive Photography

In magazines, on billboards, as Instagram ads; automotive photography is everywhere. In fact, it’s one of the largest subsets of commercial photography. Ironically, it’s also one of the most difficult to master. Automotive photography presents a bevy of unique challenges for even the most seasoned advertising photographers. 

The Concept

As with all commercial photography, the first step in an automotive shoot is defining the concept. It’s important to understand the audience you’re trying to reach, and the message you’re trying to convey. Are you shooting a sleek new sports car that needs exude cool? An economical hybrid with an emphasis on the green factor? Or maybe it’s a family car that promises comfort and safety. An automotive photographer must be able to highlight the vehicle’s most essential features in a way that comes across clearly to consumers.

The Lighting

Using the right lighting for an automotive photoshoot is crucial. Most cars are highly reflective, which means the margin for error is miniscule. If you use the wrong lighting techniques, you could end up with a disastrous level of glare and a clear view of your light source reflecting off of the car’s surface. Using bigger light sources, like large softboxes, will help soften these reflections by dispersing them across the surface. On top of that, certain paint jobs will only pop if the lighting conditions are absolutely perfect. Silver cars are usually the easiest to light, and turn out looking the best. An automotive photographer needs both the technical skill and the artistic eye required to bring out a car’s color and luster, highlighting its aesthetic allure. 

The Focus

While a lot of advertising photography involves working with models, the focal point of an automotive shoot is always the vehicle itself. This provides a unique challenge: imbuing an inanimate object with character and personality. An automotive photographer must know how to use elements ranging from environment and background to shot composition to give their subject a life of its own, all while ensuring brand logos remain prominently displayed. 

The Motion

Cars are made to move. It’s their defining feature. Showing the vehicle doing exactly what it’s meant to do—driving—can be an extremely effective way to capture consumers’ attention. This is especially true for ad campaigns that revolve around themes like speed and freedom. A good automotive photographer knows how to use action shots, camera technology, and all manner of editing techniques to create images filled with motion.

Looking for an experienced automotive photographer to assist with your next project? Contact celebrated commercial photographer Michael Grecco at (310) 452-4461 or info@grecco.com today.