Motorsport Photographer: James Roe’s Indy Lights Debut at St. Petersburg

As a Dallas motorsport photographer, Topcon hired me to cover James Roe at the Grand Prix of St. Petersburg for his Indy Lights debut. James is an Irish driver from Naas who came up through the ladder, and Topcon needed motorsport sponsor photography that delivered real value. I worked as a race weekend photographer and Indy Lights photographer to capture his debut from quiet garage prep to street circuit action. Back home, clients rely on our automotive photography Dallas services for similar brand coverage.

That meant two jobs in one weekend. Tell the story of a young driver stepping up to the last rung before IndyCar, and give a sponsor images worthy of the logo on his car and his suit.

What does a motorsport photographer shoot before the race?

The race is only part of it. Some of the best frames from St. Pete happened before James ever pulled out of the pit box. Him sitting quietly in his Topcon fire suit with his helmet on his knee, the Irish shamrock painted on top. Him lowering himself into the cockpit. His eyes caught in the car’s mirror while he settled in.

Those moments only last a few seconds and you only get them if the driver trusts you to be close without getting in the way. I stayed near enough to catch them and quiet enough that James could stay in his own head. A sponsor can put that kind of image on a social feed or a trade show wall, and it says more about the partnership than a logo ever could.

Shooting from the pit wall at the Grand Prix of St. Petersburg

Topcon’s access put me on the pit wall for the weekend, and that’s where a lot of the little moments live. Crew members swapping tires, an engineer leaning into the cockpit, James going over data with the team on a phone between sessions. None of it is staged. You watch the people, figure out the rhythm of the garage and wait for the moment to come to you.

Pit lane at a street race is tight and busy, and safety rules decide where you can stand. Knowing those rules before you arrive is part of the job, and it’s what keeps a photographer welcome in the same space the next time.

How do you get panning shots on a street circuit?

St. Petersburg is a 1.8 mile, 14 turn street circuit through downtown, and part of it runs across the runway at Albert Whitted Airport. Concrete walls and catch fencing line almost every corner, which makes clean angles hard to find. It also gives you great backgrounds once you do.

Panning was where the weekend really paid off. You follow the car with the camera at a slow shutter speed so the background streaks and the wheels spin while the car stays sharp. Late afternoon sun coming through the fencing gave some of those frames a warm glow that you can’t plan for. You just have to be standing in the right place when it happens. The start was the other moment I wanted, the whole field leaving smoke behind as the race got going.

You can see more of my car and track work on my automotive photography page.

Why sponsors hire a motorsport photographer

A sponsor’s logo on a race car only matters if people see it, and the series photographers are there to cover the race. They aren’t there to cover your brand. A photographer working for the sponsor is. Every frame I made that weekend was built so Topcon could use it, with the logo readable on the car, on James and in the garage.

Topcon has hired me more than once. I also photographed their event at Spring Mountain Motorsports Ranch, and you can see that work in my Topcon case study.

Dallas Fort Worth Motorsport Photographer Services

David Loi and David Loi Studios are based in Dallas Fort Worth, traveling nationwide for race weekends and driver programs. You can read more about David Loi Studios or view our Indy Lights portfolio case study to see how we help sponsors stand out on track. If you have a driver or brand going racing, reach out to plan your coverage.

Frequently Asked Questions

What does a motorsport photographer do for a sponsor?

I cover the driver, the car and the team with the sponsor’s brand in mind, so every image is usable for social, marketing and hospitality. Race series photographers cover the event. A sponsor’s photographer covers the partnership.

Do you photograph drivers before and after the race?

Yes. At the Grand Prix of St. Petersburg I photographed James Roe getting ready in the garage, climbing into the car and working with his team, as well as on track.

Can you get pit lane and pit wall access?

Access comes through the team or sponsor’s credentials. When Topcon hired me for St. Petersburg, I worked from the pit wall and pit lane under the series safety rules.

Do you travel outside Texas for race weekends?

Yes. I’m based in Dallas Fort Worth and travel to race weekends and motorsport events across the country, including St. Petersburg, Austin and Las Vegas.