The Reality of Photographing Models at Tokyo Auto Salon

The glare of spotlights and hundreds of cameras firing at once—that’s the electrifying chaos of the Tokyo Auto Salon. While the cars are the main event, the professional models draw a massive crowd of their own. Photographing them is a unique challenge, a high-speed game of skill and timing. In this post, I’m sharing not just my photos from the 2020 show, but also the story behind the shots.

The "Shoot and Scoot" challenge

Many of the models at these events are professionals; they have to be. With a wall of photographers vying for their attention, you get a very small window to capture your shot. When a model locks eyes with your camera, you have mere seconds to frame, focus, and fire before they move on. You might get a few more seconds if you are lucky. This ‘shoot and scoot’ environment is the ultimate test of a photographer’s speed and preparedness.

Some of these models are celebrities in the car show world, with unofficial fan clubs that follow them to every event. You might notice these dedicated fans getting a few extra seconds of the model’s time—be patient and wait for your turn.

Whatever the case, when the models decide they are finished with each micro-session. They acknowledge the photographer with a smile or a nod of the head and focus on the next camera in a few seconds.

My budget-friendly gear setup

You don’t need the most expensive gear to get great results, but it does need to be reliable. For these shots, I relied on my Fujifilm X-T2 and a Godox flash. While this is a fantastic and affordable combination, it has its limits in such a demanding environment. The biggest issue can be the flash’s recycle time; that brief second you might need to wait for it to power up again can mean missing the perfect shot. It’s a challenge that forces you to be incredibly deliberate. One day, I’d like to upgrade, but I was happy with what this setup could achieve.

My Top 3 tips for new car show photographers

Master Your Settings Before You Go: You won’t have time to fiddle with dials. Know exactly how to adjust your aperture, shutter speed, and ISO for low-light, high-contrast situations. The same goes for the flash.
Practice Timed Drills: Find a friend to model for you and use a stopwatch. Give yourself a 30-second window to get three distinct, usable shots. This will build the muscle memory you need to perform under pressure. Once you get good, shorten the time. Aim for 20 seconds, then 10.
Develop a Shot List: Before you arrive, have a mental checklist of the shots you want to capture: a full-length portrait, a three-quarter shot, a detailed close-up. This prevents you from just randomly firing away and hoping for the best.