Conversations with Paul

Today we’d like to introduce you to Paul.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Well, I initially set off after graduating university with dreams of becoming a Nat Geo and conflict zone photographer. However, I had the fortunate opportunity to make a living by being in front of the camera and leveraged that into a life of travel and experience. It wasn’t all glamour – I often earned very little and learned to be extremely resourceful to continue the exploration – but I knew I was getting a unique, front-row education in people, culture, and human behavior. Initially I was hesitant to use my camera in the fashion world, but then as I began to photograph my friends, and their friends, and their friends, I saw the magic in it. I decided to make this a career, started presenting my work to potential clients, and work started to come.

I am entirely self-taught, and spent countless hours analyzing the magazine editorials of the photographers whose work I admired, figuring out their composition, lighting, technique, story, and emotion. Read books, tutorials, blogs, websites; anything that could teach me something. There was a lot of trial and error but I was obsessed – which is essential if you want to get somewhere. At a certain point I felt confident enough to make the leap, hung up the ragged modeling hat, and moved completely behind the lens. I wasn’t yet financially sufficient from my photography alone, but knew the only way to get there was to commit completely. I moved to New York with the mindset that failure wasn’t an option.

Soon enough tough times eased and the career started to move. I absolutely loved shooting creative magazine editorials, where I could invoke story, history, myths, characters, grandeur, and sensuality. I worked hard to find inspired, creative teams and we had a blast making imagery magic. Your team is critical, this is a team sport and you’re only as strong as your team. Treat and honor them well.

A new chapter unfolded when I came onboard Rebag right as- even a bit before – they formed. We were a core group about five people and I helped build the company as we grew, stepping into new roles as they developed. First we built all the e-commerce operations, including automating much of the photography workflow. Then a colleague and I developed the Marketing department and worked closely with our creative partners to develop all 360 content from start to finish. Eventually we grew enough to hire our CMO, and then filled out the team over the next few years. This all culminated in my role as Executive Creative Director and Head of Innovation. It was an amazing eight year journey full of learnings and growth. Being involved at that level gave me creative, operational, and strategic experience and insight that most photographers never get to see, and it fundamentally shaped how I approach brand building today.

Now I’m loving having my own agency making films, photos, and developing marketing strategies and workflows for clients of all sizes. The Rebag experience gave me unique insight and experience into the marketing and business side of operations that many photographers and creatives don’t get to be involved in. This now lets me bridge the creative and operational worlds, helping clients not only create beautiful, impactful imagery but also navigate strategy, systems, and build long-term brand impact and growth.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I think any creative or professional road will both have smooth and bumpy times. I set into this with the mindset that failure was not an option, and this carried me through the early tough times when I had to sell backup camera bodies and lenses just to make rent, for example. Scarcity is the food of creativity, and it taught me that everything is an opportunity and that no matter what, you have all the tools I need. Now, on a global scale, with the devaluation of the photography and videography process, it’s necessary to continually define one’s value. Our sector is undergoing a lot of changes and it’s crucial to see these shifts as opportunities to evolve and adapt.

Appreciate you sharing that. What else should we know about what you do?
I like to think that first and foremost I’m a storyteller. Whether that is through still images, moving images, or words the story and style is the same. I think people would say my work veers romantic with a strong and refined feminine presence. I try to bring soul and depth into every story – and ensure there is a story. It doesn’t have to be literal; it can be a dominant emotion, or even a semi-blank canvas ready for the viewer to fill with their own interpretation. The world and people are fascinating and beautiful, and hopefully my work expresses that.
Beyond this, what sets me apart is that I approach images with both the eye of an artist and the mind of a strategic creative director. I create emotional worlds but I also understand how those worlds support brand growth, consumer perception, and long-term creative identity. Very few creatives operate fluently in both worlds, and that duality is one of my greatest strengths.

Any big plans?
Looking forward, I’ve been gravitating more towards my first loves of narrative film and writing. I plan to move more in this direction, and fortunately clients and opportunities have been very receptive of this.
I’m also expanding my creative agency and taking on projects that merge film, photography, and brand strategy into unified storytelling. The next phase is about building worlds and collaborating with brands and partners who value depth, emotion, and narrative ambition.
I’m very excited of what’s to come!

Contact Info:

• Website: https://www.pauldeluna.com
• Instagram: @Paul_deluna
• LinkedIn: https://www.linkedin.com/in/paul-de-luna/
• Youtube: https://www.youtube.com/@pauldelunacom
• Other: https://vimeo.com/user2789666

Image Credits
Paul de Luna