EXHIBITION #52 - ROGER SNIDER
Custom Big Rigs and Glamourous Hollywood actresses complement each other perfectly! After shooting custom big rigs around the world for the last 7 years, I decided to focus on this one idea of bringing glamour into my truck images. I resisted shooting sexy women and trucks for the longest time to avoid falling into the cliche’ and being lumped in with all the bad photography that has been done with this idea for the last 100 years. The first time I started to seriously consider this idea is when I came across a few old calendars at the Peterbilt Factory in Texas while I was there shooting their annual truck show.
The calendars were in an old storage area, rolled up and tucked out of the way for decades.
I looked at the images and at 1st thought they were kinda hokey, but then after a while I realized they were nostalgic and the styling was done well enough to stand the test of time. Having lived in NYC 10 years ago, pursuing my dream of becoming a Fashion photographer, I started to think about how I could create a modern day version of these images.
When I make these images, I am inspired by the history of American Trucking as seen in the advertising from decades ago. Since first discovering those calendars, I have researched old truck ads to draw inspiration for my images. Some of the images had women, some were made with beautiful landscapes (some had both) but they all had a romantic sensibility to them that I really loved. I enjoyed the fashion dynamic that Peterbilt was famous for in its ads and calendars so much that I asked myself what modern versions of the images would look like. I had a specific vision about how I would execute the shoots starting with casting the right women, styling her appropriately and finding the right locations. At first it was just Agnes Olech, the actress I chose, driving to truck shows with a few dresses in the rental car and Agnes doing her own hair and makeup on location in the middle of nowhere. As the idea began to evolve and I was able to secure a few clients in the trucking industry who appreciated this idea and hired me to shoot calendars for their company, I began to increase the production value. I eventually had the good fortune of getting a business partner and making my own calendar which had a proper budget to bring the production value to a professional level. Now I have answered the question of what the Peterbilt ads might look like if they were created today and have added to the legacy of memorable American Trucking photographs.