Florian Roser

"Obsessed with cars, coffee and vintage ads," reads Florian Roser's Instagram profile. The German photographer, and one half of the Roserbrothers creative agency, shoots dynamic photographs with a distinctively smooth look that feel both cutting-edge and timeless. Florian's clients include Mercedes, Land Rover and Porsche, and he has even photographed Hollywood A-listers including Patrick Dempsey and Gerard Butler.

As a teenager, Florian was introduced to photography by his father and his first camera, a Canon Digital IXUS 30, was a birthday present. Initially, he took photos of anything and everything with no aspirations to do anything more. "It wasn't until I moved to Stuttgart and started mixing with interesting people doing cool things that I even considered getting creative with photography," he explains. While at university, Florian started blogging: "Firstly about daily life and then focusing on menswear, showcasing fashion that students could afford rather than haute couture."

When Florian was working for a fashion boutique, running its e-commerce platform and digital communications including social media, he began developing his photography. "I wanted to take pro-level pictures, so I started learning how to shoot products and how to work with light in a studio," he says. While still at university, Florian did a year's placement with Adidas in the US. The streets of New York City provided endless inspiration and he threw himself into his lifestyle blog with renewed vigour.

Once he had completed his studies, Florian returned to Stuttgart armed with new skills, experience in the fashion world, and an understanding of how to create images that particularly captured attention online. He knew he wanted a career in photography, and that he wanted to work with subjects he loved, so he turned his attention to cars – Stuttgart, home to Mercedes and Porsche, was the perfect place to launch his career. "I was in the right place at the right time," he says. "I was getting into the industry just as the auto brands were realising that they needed an online presence rather than relying on magazine advertising only."

Having carved out a successful career in photography, Florian continues to hone his craft, seeking out interesting people to work with and to take inspiration from.

Why cars?

"Cars have always excited me, and when it came to choosing a photographic discipline I decided to focus on something I love. The first car I shot was a Volkswagen Golf GTI – a local dealership lent it to me and my brother for a few days and we were so excited. The photos weren't very good by my current standards, but it was a big deal for us at the time and kickstarted my obsession with shooting cars. Cars make such a great subject because they symbolise freedom. They can take you where you want to go and facilitate amazing experiences. For this reason, I much prefer shooting cars out in the real world, away from studios, in an environment suited to the car I'm working with."

How does your approach make your work unique?

"I vary my approach based on what the client needs, but I've always loved to shake things up a little. I think my work stands out because I shoot on wider lenses, with a wide open aperture, and because I always try to tell a story rather than focusing too much on getting a classic clean, telephoto shot. As a motoring enthusiast, shooting a car is always emotional for me, so I like to try to show it as something with heart and soul, as a symbol of individual freedom and as a result of incredible craftsmanship (from both a technical and a design perspective)."

Do you prefer to tell a story through photography or video?

"I'm a photographer and my brother's a videographer, so we have slightly different opinions on this, but it depends on the story we're trying to tell. I find it's easier to tell a story with video, but you must have something interesting to say, and structure the film in a way that keeps people engaged. With photography, one moment might be enough to make people stop and think. For advertising and commercial shoots, if we have to capture a static car, for example, I feel it's easier to shoot a compelling photograph than create a compelling video."

Commercial photography is a competitive business. How do you stand out?

"The feedback we get most often is that working with us feels like working with friends, which is of course true, at least in part, because it started as a family business. The most important thing for us on set is to create a good atmosphere and make sure that everyone feels part of the project. We have a very flat structure and respect everyone on set. Creating that feel-good atmosphere also extends beyond days on set – we have a very good working relationship with lots of other agencies and happily share work that we can't do, knowing that the favour always eventually gets repaid. In the past few years, the demand for video and stills content has exploded so we know there's more than enough work to go round. For us, it's not about climbing a ladder and throwing everyone off on our way to the top, but rather helping everyone to climb onto the next rung."

"There's a German saying, 'Auch nur mit Wasser kochen', which translates literally as 'everyone cooks with water'. It means no one is special, and that's a positive message because it means you can also achieve great things. If you're new to photography, don't look at finished results and think there's no way you can ever achieve the same. After nearly 10 years in the industry, I know for sure that improvisation always plays a part, and you can't always be prepared for every contingency."

Instagram: @florianroser

Website: roserbrothers.com