Creative direction for brands that understand image.
The eye behind the campaign, and the one who stays until the last detail is right.
- Behind a camera since
- 2012
- Home base
- Orlando, FL
- Shot in
- Digital & analog
Raphael Loquellano is the founder and creative director of Loquellano Media, directing and photographing for premium hospitality, wellness and enterprise brands. Every project begins with what makes a place work, long before a camera arrives.
The practice spans brand photography, cinematic video and lifestyle content, based in Orlando and available nationwide. The scale changes by the week, from an independent storefront to a national activation; the standard doesn't. Every client gets the same attention to what the brand is actually trying to say, not just what it's asking for.
Four chapters.
- 2012
Picked up a camera
No formal training, just instinct, borrowed gear, and the discipline to keep shooting until the eye caught up.
- 2014–2017
Freelance years
Built the practice one relationship at a time: learning to read a brief, not just a room, and to shoot for what a client actually needed.
- 2017–2021
Brand photography
Narrowed the focus on purpose: the campaign, not the coverage. This is where craft became a point of view.
- 2021–Present
Agency & creative direction
Directing the full arc now, concept through delivery, for clients who need the work to hold up at scale, not just in the moment.
A guest decides how a room feels before they ever sit down. The work is making sure that decision gets made in your favor.
Three ways to work together.
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01 — Film
Brand & campaign film
Cinematic short-form and campaign video: concept, shoot day and edit. Shot native for the big format, then cut down for every platform it needs to live on, without losing resolution or feel in the crop.- Brand and product launch films
- Social-first reels and cut-downs
- Event and activation recap films
- Direction, cinematography and edit
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02 — Stills
Brand photography
Product, space and lifestyle photography that carries a brand's identity from the plate to the feed — space and interior work built to do the selling before a guest ever walks in.- Product and packaging
- Interior and space
- Lifestyle and campaign
- Content libraries for ongoing use
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03 — Program
The retainer
For brands that need content on an ongoing basis rather than a single shoot day. One flat monthly rate, shoot days on the calendar, and one person who already knows the brand — not a new vendor every quarter.- Recurring shoot days on your calendar
- One point of contact, brief to delivery
- Built to scale as the relationship grows
Most retainers used to be a single project.
The scope gets defined together, not handed over pre-written. Many partnerships start as one shoot day and grow into a retainer once the fit is obvious to both sides. Fewer clients, chosen deliberately, over volume.