Services
Online Image Gallery | Photography Commissions | Online Tutorials | Art Projects
Luxury Museum-Quality Automotive Wall Art
As our collection continues to grow, we strive to build the largest online archive of luxury automotive wall art and fine art car photography, with images available as high-resolution digital files or as beautifully framed, museum-quality automotive art pieces — perfect for striking interior spaces.
Fine Art Car Photography
Our mission is to travel the world in search of the rarest and most beautiful cars, capturing each vehicle’s unique character through our custom-designed Focused Diffused Lighting (FDL) technique. At the same time, we aim to share our passion for automotive design by revealing the artistry in every curve and detail through our imagery. While our work is created with car enthusiasts in mind, it also serves automotive brands looking to showcase the beauty of their designs through strong, unique visuals.
Online Focused Diffused Lighting Tutorials
Master the FDL (Focused Diffused Lighting) technique through our online tutorial and learn how to create striking automotive fine art photography that transforms cars into powerful, gallery-worthy wall art.
Bespoke Art Projects
Discover bespoke automotive fine art by Sarel van Staden, crafted to deliver a tactile, immersive experience for collectors who want more than just beautiful images — expanding the experience of their car into richly textured, gallery-worthy works of art.
We are available for local and international automotive photography commissions, specialising in commercial car photography, advertising campaigns, and bespoke automotive imagery. With years of industry experience, we use advanced, creative lighting techniques to capture vehicles of all types — from high-end supercars to classic models — both on location and in studio settings.
Our work includes large-scale automotive advertising photography as well as private fine art commissions, delivering striking, high-impact visuals tailored to brands, collectors, and car enthusiasts. With a focus on precision, innovation, and perfect lighting, we create premium automotive images designed for marketing, branding, and luxury wall art.
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Discover bespoke automotive fine art by Sarel van Staden, created for collectors seeking more than traditional car photography —transforming their vehicles into tactile, immersive, gallery-quality artworks that extend the experience of the car beyond the drive.
This is who we are..
We are creatives who live for photography and the creative process that comes with it.
We are a team with a great set of complementary skills.
We are also… a couple, business partners, explorers, dreamers and innovators.
Our FDL (Focused Diffused Lighting) automotive photography journey began in 2014 with the launch of a successful automotive photography studio in Gauteng, South Africa, where we worked with leading global brands including MAN Truck, Mahindra, Suzuki, Rolls-Royce, and McLaren.
Driven by a passion for car design and automotive fine art photography, we expanded our vision to create luxury car art and fine art automotive images of rare and exotic vehicles in authentic environments — ranging from private collections and high-end garages to museums and on-location settings. Years of experimentation led to the development of a distinctive, portable lighting technique that allows us to capture vehicles exactly where they are found, using minimal equipment while maintaining studio-quality results.
After further refinement, this innovative method — now known as Focused Diffused Lighting (FDL) — enabled us to travel internationally and produce high-end automotive photography for collectors, brands, and institutions.
Our work has taken us to world-renowned collections and locations, including the Louwman Museum, the Shee150 Collection, the Hamilton Collection, and the atelier of Horacio Pagani.
Today, our automotive fine art collection continues to grow, offering one of the most distinctive selections of car wall art, luxury automotive prints, and collectible car photography available online.
Some local TV exposure in the early days....
This is FDL....
Our FDL (Focused Diffused Lighting) and light-painting photography courses are designed to elevate your skills in automotive photography, teaching you how to create striking, high-end car images using our advanced lighting technique to produce professional, fine art results.
