Exclusives

Rodney Rascona

AUTO-Biography

Meet International Image maker Rodney Rascona

Car Specialist
Cars are only one part of my interest or skill. However, they are etched on my mind from very young. Once in England, two neck-to-neck Ferrari Dinos accelerated past me at arms length, leaving me frozen. I stood in a daze, staring at their tails and listening to that fabulous sound of their engines, as they wound out their gears through the motorway.



In another evolution of sorts, like most American high school kids, Friday night is a time to get out of the house and hang out with friends. Unfortunately though, you usually don’t have any money at 15 nor do you own a driver’s license, let alone a car. So you seek out someone that is just old enough to have a license and a car. My memories of late nights laughing, dreaming and getting into trouble with good friends, took place in small town called Somerset, Pennsylvania in the Eastern region of the USA. The rural farming community here is involved in fixing cars that go faster and look better than others. It is a constant focus of attention and this is kind of what Detroit and its following is all about – ‘the American obsession with cars’.

For me though, having such a high level of international experience, which isn’t normal for a car photographer, gives my ability a whole other dimension to my capability.

But photographing cars or being labeled as a ‘sheet metal shooter’ was more of a question of economics. The industry was dying for studio photographers producing still life so I reached for my ‘experiences’ and started to direct my talent towards shooting cars, anytime and anywhere. Art directors that work on non-car work are in the hundreds of thousands and equally as many photographers chasing their work. But in the auto industry, there is a very small and highly skilled creative community that eats, breathes and sleeps cars. As they’re fewer in number, it was a logical conclusion that they may be easier to meet and stay in front of in hopes of securing a paying project from them.

So I became, over time, one of the few photographers that can shoot cars anywhere. There are probably less than 50 guys and a couple of women that shoot cars and know what they’re doing with them. Highly skilled and serious in nature due to the budgets we have to be responsible for as well as the management and people skills to produce high-end work, the specialization definitely doesn’t come easy. I am proud to be considered as one of this small group of creative image-makers that can make things happen with cars. For me though, having such a high level of international experience, which isn’t normal for a car photographer, gives my ability a whole other dimension to my capability.

No mater where, in the US or Europe or in the deserts of Egypt, I can make things happen and make them happen well, which ultimately is what a professional is all about. You handle whatever conditions to finish ‘the race’ and come out a leader, no matter who or what you’re up against.

Intro
Early interests
Commercial Imagery
Creative challenges
Social Causes
Africa Attracts
Digital Enhancements
Personal schedules

You can find out more about his work by visiting his website www.rascona.com  |  www.rasconastock.com


In advertising not to be different is virtually suicidal.
— Bill Bernbach