We are car lovers – not the usual petrolhead kind of car lovers, but the kind that is in love with the lines and curves in the designs of cars.
We are creatives who live for photography and the creative process that is photography. Being creative has become our way of life.
We are a team with a great set of complimentary skills.
We are also… a couple, business partners, seasoned commercial photographers, explorers, dreamers and innovators.
We are blessed daily by the fact that we can create, see and observe beauty which is often missed for various reasons, and that we can share our passion for what we do through our work.
Our car fine art images are a way to pay tribute to the car designers, the true artists. The beauty of what they create is often hidden by the reflections of the car’s surroundings in it’s paintwork. The lighting technique we developed and our creative process reveal the designers’ master pieces.
Great photography is often the result of the ability to see, as well as a solid understanding of the characteristics of light. Light can become the proverbial paintbrush to create our works of art.
Our innovative Focussed Diffused Light lighting technique…
Our distinctive automotive photography style has made our Car Fine Art images much sought after by some of the world’s most iconic car brands, manufacturers, collectors and owners alike.
Our desire to create fine art images of cars, was in part fueled by the technical challenges associated with automotive photography, but mostly by a love for the shape of cars.
Our FDL technique, optimises the relationship between shadows and highlights, which in return brings out the subtle details hidden in the shape of the car, while still rendering soft enough light to manage reflections in the paint work.
The FDL technique was born out of desperation. The automotive photography market was shrinking due to an increase in the use of computer generated images as well as the rise in numbers of automotive and commercial photographers. We knew that we needed to come up with something new and something eye catching to stay on top of the game.
We won many awards, accolades and features…
After many trials and errors Sarel developed a lighting technique, which we dubbed FDL (focused diffused lighting). This technique allows us to travel light and to shoot on any location, with minimum disruption to the car’s environment, whether it is in a garage, museum or on a showroom floor.
The multiple international awards and accolades over the past few years are testimony of hard work and dedication to create fine art of beautiful cars using our FDL technique.
Our work has also featured in prominent premier publications.
Our future plans…..
Our dream is to create the go-to site for car lovers looking for unique car fine art.
To achieve this we are constantly honing our technique and skill, shooting and re-shooting cars to create more beautiful images for all the car lovers, ever increasing the collection already on this site.
We are based in South Africa, but operate globally.
During 2020 we will be traveling to Europe and the UK to continue on this quest and also to do some commissioned work.
We will be teaching workshops on the FDL technique in both the UK and Europe during 2020.