Each October when SEMA comes to Vegas, there is a palpable buzz in the air. The Las Vegas Convention Center transforms into a mechanical playground, humming with innovation, competition, and pure automotive obsession. There’s also a significant amount of burned rubber hanging in the atmosphere—especially in the Gold Lot, where tire smoke and exhaust notes feel as much a part of the experience as the badges on the hoods. It’s an annual pilgrimage for car lovers, builders, and brands alike.

Even in mid-pandemic 2021, with lingering anxiety and uncertainty surrounding massive in-person gatherings, that familiar SEMA energy refused to disappear. Attendance looked different, masks were common, and conversations carried an undercurrent of caution—but fuel was still pumping through the veins of enthusiasts wandering the halls of the LVCC. The passion for performance, design, and innovation proved stronger than the circumstances, reminding everyone why SEMA remains such a cultural anchor in the automotive world.

That said, no fuel was pumping at the unveiling of Hummer EV, though. In a striking departure from its roots, the historic, fuel-consuming, military-gone-civilian beast reemerged as a fully electric, gas-less, and unapologetically modern machine. Once synonymous with excess and brute-force power, the Hummer’s transformation into an EV felt both surreal and symbolic—a clear sign of how rapidly the industry is evolving. We had the opportunity to photograph the exhibit, capturing this moment where legacy met reinvention.

Showcased in the then-brand-new West Hall, GMC’s presentation made a deliberate and confident statement. A generously-sized video display acted as backdrop, looping dramatic visuals that emphasized capability and scale, while the clean, open, and navigable layout encouraged guests to move freely around the vehicle. Attendees could view the Hummer EV from every angle, including beneath it—an intentional nod to its engineering and rugged underpinnings. The minimalist design of the booth allowed the vehicle itself to take center stage, letting its presence speak louder than any spec sheet ever could.

We also wanted to include a couple other notable exhibits from the show we has the opportunity to shoot:

As we move into 2026, we’ll continue sharing our 2025 work while revisiting and catching up on stories from 2022–2024, helping tell a fuller story of the photography that’s shaped our last few years.