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The pandemic was a period of reckoning. The status quo was shattered, leaving people to pick up the pieces and fix whatever they could. Businesses didn’t receive any exemptions either. Some sectors of the global economy, such as the automotive industry, were particularly grief-stricken as global supply chains faltered and sputtered to a stop. However, the past few years were also a period of revelations, where buyers and sellers found pragmatic and idealistic solutions to restore what seemed to be lost.
In April 2022, eBay Motors held its inaugural New York Auto Parts Show at the Classic Car Club of Manhattan (CCC). The exhibition featured several vehicles that their famous owners had rebuilt and remodeled, aiming to prove that “the best ‘new’ car can be the one you already own.” To capture this new show and new way of thinking, they leaned on New York-based photographer Adam Lerner.
eBay Motors wanted to bring awareness to their brand as a go-to place for sourcing automotive parts. During the pandemic, the popularity of classic car buying and collecting exploded. So they wanted to highlight three mega social media influencers in the automotive spectrum, in addition to a celebrity, Sydney Sweeney, a rising Hollywood star (Euphoria, The White Lotus), and massive gearhead.
As part of their efforts for eBay Motors, creative agency Ghost Robot hired Adam, hearing of him through the grapevine. eBay was drawn to his journalistic style within automotive photography, intent on avoiding an overly promotional sheen for the photos. He had to work directly with several stakeholders: Ghost Robot’s production team, eBay Motors’ equivalent that was working with their agency, Edelman, and representatives of eBay Motors. Being a show that was the first of its kind, more than a few people needed it to be successful, if not exceed expectations.
The challenges also matched the weight of expectations. They came in varieties that were both creative and logistical but were near painless with the experience at hand. The CCC helped Adam prep the space as required and cooperated with all his requests, assisting in creating an on-site automotive photo studio for the vehicle collection. Not to be forgotten, the respective teams brought on by the agencies and client were just as integral, avoiding the worst possible scenario of having too many cooks on set.
The event at the CCC occurred concurrently with the NY Auto Show, initially open only to the press and media to drum up enthusiasm, before being followed by access to the public. I was on-site for two days getting the required material.
For such a monstrous task, two days was very little time. While designed to make humans more geographically mobile, vehicles can be unwieldy companions in tight and crowded spaces. Moving them and lighting every part is no easy feat. All parties on set had to be on the same page, creating what Adam described as “a very well-orchestrated dance.” But getting the vehicles in place was just one obstacle taken care of. The other was getting the camera where it needed to be.
We had to bring in a scissor lift and place the camera 25 feet above the set to achieve the perspective and angle the client wanted. Shooting on a tiny platform 25 feet above the set came with a very unique set of challenges. However, with the magic of technology, I was able to keep a couple team members up there for hours, while I stayed below and directed the shoot and the rest of my team.
Most of the key art was captured within the studio setting. These would be utilized at kiosks during the show and shared by media outlets, too. A secondary batch of key art would have a giant wall packed with auto parts as its backdrop, highlighting the eBay Motors brand and its unique selling proposition: a destination to “find new and used vehicles as well as parts for fixing, updating, or maintaining your existing one.”
With the exponential growth in searches for “project car” sales on eBay, the company’s auto show could be an annual fixture in New York for years to come. While the jury is still out on that future and a potential return for Adam, the immediate feedback at the 2022 show boosted his spirits.
After the shoot was completed and the event space was set up, featuring the key art on the kiosks, it was amazing getting the chance to walk the space before the press came in and chat with the talent. They were literally blown away by how their cars looked from the photos we took.
The influencers hope to enlist more to the cause, encouraging people to pick up the wrench and hammer without splurging on a brand-new ride. It could be a sign of things to come, and Adam’s images may convince audiences that it’s a viable alternative.
See more of Adam’s work on his website.
Credits
Executive Producers: Kacie Barton, Alexis Kaplan (Ghost Robot)
Staff Producer: Tim Cella
Line Producer: Dawn Rose (Ghost Robot)
Post Producer: Lacy Wittman (Ghost Robot)
Digitech: Ryan Liu
1st Assistant: Nick Parisse
2nd Assistant: Desmond Reich
Key Grip: Rolan S
Gaffer: Sam Warga
Further Reading
Read more about Adam on our Published blog.
