Joe Serrano is the photographer and digital artist behind One Epic Image. With over three decades of experience, he brings a distinctive eye to luxury resorts, real estate, and lifestyle projects, creating images that are both refined and impactful.

Q. What inspired you to specialize in real estate and commercial photography, and what unique perspective do you bring to your work?

A. My first job while studying art in college was at a professional photo lab processing film. Yes, before digital cameras were being used. I have been involved in photography and creating images ever since. The majority of my career has been as a computer artist creating images for advertising agencies representing major brands, always using photography, but also at times combining illustrations and animations with the photos to complete the final image. Working in art and photo studios allowed me to learn the complete process of taking a creative concept from an idea to the completed image. Along the way I improved my own photography skills first by doing product photography and later real estate and commercial photography.

I think my background in art and advertising gives me a unique perspective as a photographer. I am constantly striving to create a balance in my photos that is artistically pleasing to the viewer but at the same time serves the purpose for my client to elicit a reaction where the viewer feels compelled to visit a place or perhaps inquire about a property or order a special drink. In doing so I look for ways to play with angles, framing, lighting and focus that are maybe a little different than what would normally be captured.

Q. How do you believe high-quality photography enhances the marketability and appeal of real estate and commercial properties in today’s competitive landscape?

A. The backbone of any marketing campaign I feel is still high-quality photos. They can be used for both print and web media and there is just something appealing about having the ability to take your time to really absorb and examine a photo and not have to hit pause or rewind to catch what you have missed. Video certainly has its place and adds a whole other level to the experience but I’m not sure I have ever had a client ask for video without photos for their marketing.

Q. From your experience, what do you believe are the most critical elements to consider when planning and executing a successful real estate or commercial photography project?

A. While real estate photo shoots are fairly straightforward compared to commercial shoots, I do like to have a conversation with my client to find out what features of the property they would like to highlight.

For commercial photo shoots there is a lot more planning involved. During pre-production it is crucial to understand what exactly is the client’s vision, define their goals, understand the usage of the photos, determine photo locations, number of photos that will be delivered, budget, schedule, and provide artistic feedback. Finally there are the logistics of travel if necessary and determining the equipment needed for the specific project.

Q. What guidance/advice would you offer to those aiming to utilize photography strategically to craft engaging narratives or highlight properties effectively in their articles or marketing materials?

A. Since photography is a form of art the desired result can be rather subjective. I would always suggest to the client to be as descriptive as possible to try to narrow down the vision. Discuss things such as mood, emotion, color, style. I encourage clients to provide samples of images that they like. In advertising or design they would create a “mood board”. Use this as a starting point but leave the technical aspects up to the photographer and allow them the artistic freedom beyond that.

Q. In an increasingly digital world, how do you stay ahead of emerging trends and technologies to ensure your photography remains relevant and impactful for your clients?

A. Fortunately I have a good group of creative colleagues with whom I am able to collaborate and exchange knowledge. I am a member of professional photographer groups and read their publications. I take online courses when needed and of course these days you can find just about anything on YouTube. Finally there are some amazing creatives that I follow on social media who always inspire me to push my art to a higher level. I am always learning. Hopefully I can inspire others as well.

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