Shooting a custom build is one of my favorite jobs because there's no clock pressure. It's just me, the car, and however long it takes to get every detail right.
But it's also more demanding than event coverage in one specific way: the owner knows every single thing about that car. They've been working on it — or watching it being built — for months or years. They can see things in the photos that a casual viewer would never notice. A shadow on the wrong panel, a reflection that obscures a bodyline, an angle that makes the stance look off. You can't bluff your way through a build shoot.
Here's how I approach it.
The Brief
Before I even pick up the camera, I ask the owner: what do you want from this? Are these for sale photos? Social content? Just personal documentation before a respray? The answer changes everything — composition, editing style, what details I prioritize.
I also ask what they're most proud of. Every build has a focus. Sometimes it's the engine. Sometimes it's a full custom interior. Sometimes it's a single detail most people wouldn't notice — a specific bracket, a custom weld, a hidden speaker setup. I want to know what that is before I start.
Exterior — The Walk-Round
I do a full walk-round at five heights: low angle, wheel height, door height, roof height, and elevated (standing on something — a step, a ladder). Most photographers stay at two or three heights and wonder why their shots feel flat.
The car should hit the same marks at the start and end of the shoot — same position, same orientation to the light. This way you end up with a consistent set that reads as a proper gallery, not a random collection.
Details
Engine bay first, while everything is clean. Wheels and brake setup. Interior — seats, dash, steering wheel, shifter area, any custom gauges or screens. Then whatever the owner told me they're most proud of.
I use a macro-ish approach for details — not a true macro lens, but I get close and I shoot wide open to separate the subject from background. Even an engine bay with a lot going on can be made to look clean if you're selective about your focal point.
Editing
Build photos shouldn't be over-processed. The car is the work — heavy presets or aggressive color grading draws attention to the editing, not the build. I keep it clean: good contrast, accurate color, lift the shadows a bit so engine bay details are visible. Done.
If you have a build you want documented properly, get in touch.