About

One studio, many stories

Gerardo Luna, Tampa Bay photographer and filmmaker

I’m always happy to talk about who I am. Not because I want to hear about myself, it’s because it allows me to connect with my clients, to help them understand why and how I can help them with that they need. There is a reason why they call photography and short films “Media”. That’s what it is; it’s just a way to convey a message. The right message.

What happens in between is all the work to get our clients sending the right story to their audience. I was born in Guatemala and moved to the United States when I was in my early 30s. I had to learn the language. It was the middle of the recession, and I was looking to find my place in my new country. My first language is Spanish, but funny thing is perhaps I knew more German than English when I first moved here.

As you can imagine, I was a kid in the 80s, that magical time when you played in the streets and had the occasional video game time with your friends. Growing up in a Third World country opens the door for you to love books. I read them all and loved them all. I have always been a storyteller, perhaps from those books I read, but imagine how hard it was for me to come here and realize that my English wasn’t as good as my Spanish trying to tell the stories I wanted to tell…

So, I grabbed a camera, and I figured that I could share how I see the world from there. After traveling Europe extensively with a point and shoot, people started telling me my photos looked like post cards. This became an obsession of mine, the type of thing that you can’t put down. You obsess over learning all the techniques, improving them, and regardless of long days, you keep at it until 2 am, because it’s just fun.

I was born with some eye-sight challenges. I have never been able to see depth perception because my eyes aren’t straight. The world is basically only 2D for me... Just how we see on cameras and in photos. To me, good photos are a must. Quality is a must, perhaps I take more pride in my work ethic. I know great photos or videos mean nothing if you are not reliable, trustworthy, and dependable for your clients. I learned that ethic from watching my parents doing the same in their line of work.

I spent six years at college in different programs - economics, law, and international affairs. I never graduated. Then I ran a successful sign company, I became a graphic designer, then a marketing agency working for brands like Pepsi and so many others.

But it was not until I moved to the United States that I was able to truly find my calling. Telling the stories of my clients. Sometimes it’s about the celebration of a wedding. Sometimes it’s an event celebrating achievements, or other times, it’s to help my clients promote their products. There are days I celebrate families with their family portraits in our pristine beautiful Florida sunset-kissed beaches.

Other times, it’s in our studio, polishing your professional portrait. Nowadays we also create cinematic stories for our clients. We love what we do, but that’s me just talking about me and what I do. Please see our online reviews and what others are saying about working with us. If you still have doubts, you can always call my mom. She is a solid reference. But truly this is about you and how I can help you. You need to know that I can give you what you need and you can trust me. I can’t wait to hear about you and your projects, and to help you reach your goals.

Every project starts the same way: understanding what actually matters to the people in front of the camera, then getting out of the way.