VisualGPS Creative Trends Culture Culture as Wealth: A New Milestone

As part of our Create event, our very own Emilie McKittrick traveled across the city of Houston to meet up with classic car enthusiast and creator Steven Miric, known as FOTOGRAFIA, INC., and creator Rich Legg for a shoot very close to Steven’s heart. Steven found fellow car enthusiast Ben Via Sr’s Instagram and reached out to him about doing a shoot to capture low‑rider car culture featuring some of Ben’s cars. They met at Ben's home with his three adult sons to document the art of restoring classic cars and to shine light on the shared passion among these men. Photographing this passion is essential today as VisualGPS research finds that life milestones have more to do with meaningful value: Almost 50% of consumers are willing to spend more on something if it feels satisfying and fulfilling. 

For Ben Sr., low‑riders hold that value for many reasons. He’s been working on cars since he was a kid in the ‘90s and learned from watching his father, a proud Mexican man who passed down lessons of hard work, family loyalty, and the importance of community. When Ben's three sons turned 15, he bought them their first car projects to work on together, creating a familial tradition rooted in devotion with low‑riders as the conduit. Watching the four of them work, joke, laugh, and spit shine their cars was an incredible glimpse into the close connection this family has with each other, which is bolstered by their mutual passion.

Ben's Chicano heritage is another essential element in these visuals, as consumers report wanting more specificity from brands around who is seen in visuals related to new milestones: 69% of Latines agree that "I see more people like myself on social media than in traditional media." Additionally, according to VisualGPS, 85% of Americans think success is defined by healthy personal relationships. With this in mind, the creators, working closely with Emilie's guidance and eye toward contemporary visual storytelling, were intentional about shooting moments where the family's heritage was palpable and showcased the healthy relationships between fathers and sons.

FOTOGRAFIA INC. and Rich Legg skillfully used a variety of shots to craft immersive and dynamic images and videos. Through tight shots/close‑ups, the visuals draw viewers into the subject's personal space, fostering a sense of intimacy. Wide‑angle shots capture a broader scene, providing context and emphasizing the relationship between the family and their surroundings. As a result, these visuals thoughtfully highlight the value of investing in life through culture, family, and tradition for all to see.