With AutoTrek, we’re working to develop a brand that has a very defined personality. This specificity goes all the way down to details such as photography. One of the cornerstones of our strategy is to seperate ourselves from the rest of the used car sales industry as much as possible. We do this by maintaining the highest quality and simplest production possible for all of our communications. The result is a no-frills image with an honest voice.
Most of our customers’ vehicles are purchased through AutoTrek’s numerous resources for used vehicles, so we predominantly use ‘generic’ imagery of popular vehicles for our main ads. However, we do intend to use some actual sale vehicles in certain veins of marketing. The problem is that these images are photographs of actual vehicles that are sitting on the AutoTrek lot, which tend to look just like the rest of the used car sales industry. This won’t do, so we’re working on an affordable, portable setup for the purpose of capturing honest, high resolution images that ultimately allow the online or print viewer to see our vehicles from a visually objective perspective.
In the diagram you’ll see:
1. an existing external wall on the side of a building - this could also be the interior of a large warehouse nearby, which would be even better.
2. segments of curved frames covered in sheets of PVC
3. ‘floor’ panels made of white PVC
The goal is to create a neutral environment that will capture a natural ground shadow and provide a backdrop that will allow for processing the image as rapidly as possible. Detail shots will benefit from this as well - no asphalt or other cars to interfere with the composition. More to come as the execution is worked out.
]]>
