The first images that reveal the appearance of a new Ferrari are naturally very important, but how exactly do you photograph a new model? The angles, lighting and the stylistic details that characterise the car are just some of the factors involved in a launch photo shoot. Here, photographer Max Sarotto reveals the secrets.

Our visual sense is the most immediate way in which we perceive the world around us, and the sense on which we most depend. The wave of reaction worldwide to a new Ferrari model illustrates this perfectly; after all, the media’s comments tend to focus on the car’s design and its aesthetics. It is, therefore, not surprising that Ferrari spend a lot of time on the photographs with which they launch new models. When it comes to creating the first images of a new model, Ferrari normally uses a static photo shoot, rather than a dynamic one, as it enables the photographer to capture most accurately the car’s beauty without distractions. The resulting photographs will be used for the initial distribution to the world’s media, and then afterwards for the car’s brochure and a series of other uses.

The launch of a new car is very secretive. Ferrari never comments about its new models – even the intention to develop new cars – choosing instead to announce everything at the launch, eg: name, pictures and technical details. The whole launch process starts in Maranello, where Ferrari management decides on the launch date of the new model and the publication date of the launch. Then it decides on launch colours, which can be the subject of a lengthy debate that takes into account the marque’s history, the design of the car and the way a colour underlines its character, and trends in colour preferences. Finally, the photographer and the image style are decided upon. For the last six years, Ferrari has worked with the young and talented Turinese photographer Max Sarotto...