Photography
Overview
CarMax photography is an important part of our distinct visual language. It enables us to foster an emotional connection with our customers and associates through optimism and real moments. Every aspect of our photography helps bring our brand story to life.
Guiding principles
At CarMax, custom photography plays a crucial role in our brand’s mission of brightening the road ahead, by helping people find a car they’ll love. Every photo should be carefully crafted with thoughtful composition and intention to reflect the CarMax brand.
Diversity
Celebrate diversity by featuring people from all walks of life while avoiding stereotypes.
Authenticity
Capture familiar, real-life moments with honesty, relatability, and a touch of imperfection.
Human Connection
Spotlight moments of joy, happiness, and human connection—while avoiding imagery that feels posed or staged.
Candid
Be active with the car to show our customer’s personal and unique story, and the role their vehicle plays in their journey.
Natural lighting
Utilize natural and constant lighting with warm shadows and cool highlights as much as possible, while avoiding unnatural or overly saturated aesthetics.
Story
Every photo should be juxtaposed with real people, real emotions, and real environments to convey a sense of optimism and approachability.
Stock photography
The goal of stock photography is to select photos that best reflect optimism, realism, and humanity as we brighten the road ahead. We search for real people, real emotions, and real environments.
When it comes to keywords, double up to get more efficient results. When we combine an object with an abstract concept, you get pictures with distinct subjects that tell a dynamic story.
Search examples:
Vehicle imagery
There are a variety of product shots from EVOX located on the DAM. When using vehicle imagery in sales marketing, use the new license plate with a blue background and white logo. When using in sports photography, please remove the car brand and emblem.
