Who's Who: Diana Zalucky
Diana Zalucky is a photographer/director hailing from St.Thomas, US Virgin Islands. While an island girl at heart, she is happy to call Los Angeles home. Her intimate, fresh, cinematic style and versatility has given her the opportunity to shoot for a wide range of amazing clients; whether it’s lifestyle, food, beverage, sports, travel or automotive, she’s got it covered! Her infectious energy and passion on set brings out the best in people, resulting in honest imagery filled with spirit and enthusiasm – just like her! While Diana loves to excite and inspire her clients, she also spends time working on a long and diverse list of personal projects. When she’s not on set, she’s usually playing in the mountains or ocean and finding the good life wherever she goes!
How did you get into photography?
I picked up a camera in high school and haven’t put it down since. I studied photography at the Art Institute of Fort Lauderdale and from ages 21 to 29, I was shooting everything from advertising campaigns to celebrities for Disney. My experience working there was the education of a lifetime. In 2012 I took the leap and started my own business which has been an incredibly rewarding and exciting adventure so far! I am grateful to be able to create a life I have always dreamed of.
A rundown of the most recent campaigns I worked on …
The most recent campaign I did was photographing print and directing 11 TV spots for OnStar with Campbell Ewald. This was my first automotive job and I was brought on board for my fresh lifestyle approach. I had so much fun and really surprised myself with how much I really loved shooting cars! It went so well I was brought back for another round and that project has opened a whole new world of photography campaigns for me. These last few months have been creatively fulfilling. Besides personal projects and these amazing OnStar campaigns, I did a travel-focused campaign for Canon USA with 360i and then food and lifestyle for Borden Cheese with VSA Partners. Right now I am getting ready to shoot for a worldwide campaign for a major Pharma company. It feels really good to be getting hired for my vision regardless the subject matter.
The best piece of creative work around at the moment?
The new Heineken commercial “Worlds Apart: An Experiment”. This is a socially-minded ad that nails it! It’s simple, strong and connected. Big Fan!
The next big advertising trend is…
More women shooting automotive.
The photography I wish I had thought of …
Honestly any images that cross my path and move me. We are bombarded with an array of visuals 24/7. A lot of it feels the same to me, like a creative default. If an image by anyone stops me and draws me in, I first appreciate that image and then think about why I wish I had thought of it. There is normally something there that will then inspire me completely unrelated to the image which excites me. It’s a balance of always inspiring each other.
My favorite digital tool or app of the moment …
I have an iPhone 7Plus and love it! We all know the best camera is the one that’s with you. I love that I always have it with me and create images many are often surprised I shot with my phone.
In a film about my life, I would like to be played by …
I would be directing this film and we’d do parallel dimensions in time with Reese Witherspoon, Eva Green and Meryl Streep! Different parts of myself would be played by different actors.
A word or phrase I overuse is …
“Satisfying.”
My last social media update said …
"And at the end of the day, your feet should be dirty, your hair messy and your eyes sparkling.” -Shanti
My dream collaboration is …
I have so many but right now I would love to go down to Patagonia to photograph and eat with Francis Mallman. Anything involving people, food, or travel makes my heart skip a beat. I mean who doesn’t love that? If you don't like that I don’t think we can be friends. I think of photography as a way to manifest the experiences I am inspired by.
A piece of criticism I’ve received was …
Right before I was about to embark on starting my business a mentor of mine at the time questioned my decision with “You have no idea what you are doing. You have no idea how hard it is out there.” After the shock of not receiving the type of support you’d want from someone you respected so much, I learned over that first year just how much grit I have. I really believe in myself and being questioned like that did nothing but solidify it for me. I now look at that doubt as a gift.
A great piece of advice I received …
There are many great nuggets of wisdom I received over the years from friends, clients, creatives, strangers and little ahas from my inner voice.
#1 “Relax, it’s all going to happen.“
#2 There is a season for everything. There are going to be times where you are more focused on your marketing, more focused on personal projects, more focused on personal life or health, more focused on being on the job, this is life. We can not be and do all things at once. We can have it all just not at the same time. We are human. I try to flow with whatever the theme is for me at the time. Evolving is key to my being happy.
Copyright Cover picture: John Noonan / Gravy Productions
