“One thing you learn rapidly in lighting cars is that there are a lot of specular surfaces, including chrome, glass and mirrors. When you combine that with the turntables that are used for most exhibits and shows, you realize that reflections appear different from every seat in the audience. You simply don’t have the control that you would have in a studio environment where you can light the car using lighting reflective surfaces such as a cyc or bounce cards. In any case, the goal is simply to make the product look as elegant and sexy as you can. Cars are more than mere transportation — they are aspirational products, meaning that, in many cases, people project themselves, or how they would like to be seen, through their choice of vehicle. Lighting, if done right, plays a large part in selling the product to the customers.”
—LD Jim Tetlow, as quoted by Debi Moen, “Designer Watch,” PLSN, May, 2013
