Bill Pack – Photographer, Storyteller, Founder of V12 Enterprises and Co-Founder of ARTO

From Scottsdale—one of America’s premier collector car destinations—Bill Pack creates imagery that transcends documentation, transforming iconic automobiles into lasting works of fine art. As founder of V12 Enterprises and co-founder of ARTO, he is dedicated to preserving automotive heritage through evocative photography and bespoke, museum-quality publications.

Educated at the prestigious Brooks Institute of Photography in Santa Barbara, Bill began his career in San Francisco, where his work for leading advertising agencies earned national awards and industry recognition. In 2002, he shifted his lens toward the world’s most celebrated cars, founding V12 Enterprises in 2013 to devote himself fully to the art of the automobile.

Bill’s distinctive Painting with Light technique reveals the sensual curves and design purity of each vehicle, creating images that feel sculpted rather than simply photographed. His work has been exhibited internationally, including the Legends of Speed exhibition at the Phoenix Art Museum, and featured in projects for institutions such as the Indianapolis Motor Speedway Museum.

His acclaimed books include Epic Drama, featuring 34 Indy 500-winning race cars for the Indianapolis Motor Speedway Museum, and 19, a bespoke volume celebrating Roger Penske’s 19 Indy 500 victories. Both works reflect his ability to curate, lead, and produce publications of lasting cultural and historical value.

A regular presence at the Amelia Island, Audrain, and Pebble Beach Concours, Bill’s artistry has earned top honors worldwide, including First Place Overall and multiple Gold Awards in the Fine Art and Minimalism categories at the international reFocus awards.

Whether exhibited on a museum wall or bound within a bespoke ARTO volume, Bill’s work is united by a single vision: to honor the design, heritage, and emotion of the world’s most extraordinary automobiles.