Florian Roser

A green Mercedes on a race track, trailed by a blue, a yellow and a black Mercedes, taken on a Canon EOS R5 by Florian Roser.

"I took this during a two-day production shoot for Mercedes-AMG," says photographer and Canon Ambassador Florian Roser. "I was sitting in the back of a van driving along the track being followed by this pack of cars. I was experimenting with slower shutter speeds, and I love how it turned out." Taken on a Canon EOS R5 with a Canon Mount Adapter EF-EOS R and a Canon EF 24mm f/1.4L II USM lens at 1/80 sec, f/16 and ISO 640. © 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."

Encouragement from his online audience convinced Florian to take photography more seriously, and he bought his first DSLR – a Canon EOS 60D. "A friend on my course who shot portraits tried to convince me to buy the same camera he had, but when I went to the store, the Canon just felt so much better in my hands," he recalls.

A headshot of Canon Ambassador Florian Roser.
Location: Stuttgart, Germany

Specialist areas: Cars, commercial

Favourite kit: Canon EOS R5
Canon RF 24-105mm F4L IS USM
A Porsche driving up an alpine road framed by the rear wheel of a bicycle, taken on a Canon EOS R by Florian Roser.

"The Porsche 911 is my all-time favourite car," says Florian. "I got incredibly lucky with this shot. Shooting from the passenger seat of a convertible, I captured the GT3 driving up the famous Grossglockner alpine road, perfectly framed through the wheel of a bicycle." Taken on a Canon EOS R with a Canon RF 24-105mm F4L IS USM lens at 72mm, 1/60 sec, f/16 and ISO 160. © Florian Roser

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.

Shot from behind, a mechanic lifts a Porsche-branded wrench from his toolbox, taken on a Canon EOS R5 by Florian Roser.

"This is my kind of product shot," says Florian. "The product being used in an actual setting – in this case the garage of a guy who specialises in restoring old cars." Taken on a Canon EOS R5 with a Canon Mount Adapter EF-EOS R and a Canon EF 70-200mm f/2.8L IS II USM lens (now succeeded by the Canon EF 70-200mm f/2.8L IS III USM) at 70mm, 1/100 sec, f/5 and ISO 400. © Florian Roser

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."

One thing I know

Florian Roser

"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

Florian Roser's kitbag

The key kit that the pros use to take their photographs

Canon Ambassador Florian Roser's kitbag containing Canon cameras, lenses and accessories


Canon EOS R5

This hybrid mirrorless camera will revolutionise your creativity, whether you shoot photos or video. "The high resolution is perfect for my commercial client projects," says Florian. "I use it with a battery grip to shoot vertically for social media, and it's the perfect tool. It's never failed me – the autofocus is always accurate and fast, and it just feels right in my hands."


Canon RF 15-35mm F2.8L IS USM

Explore new angles with this fast, light, professional wide-angle lens. "I've only started playing with wide-angle photography very recently, but this lens gives my photos a new dimension while keeping everything super sharp,” says Florian. “I love to get up close and interact with cars with this lens."

Canon RF 24-105mm F4L IS USM

A super versatile, high-quality lens for photographers and videographers who want a balance between performance and portability. "The 24-105mm is my workhorse,” says Florian. “When I'm shooting cars, I normally shoot at f/4 and above. I chose this lens over a faster zoom because of the added portability."

Canon RF 70-200mm F2.8L IS USM

The ultimate telephoto zoom and the lightest of its kind, this is a great lens for sports, travel, portrait and wedding photographers. "I particularly like this lens for people photography," says Florian. "It allows me to get closer to the emotion, while also compressing the background to connect cars to the scene."


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