Hernan Rodriguez

As a Datacolor Friend with Vision, Tamron Image Master, and Westcott Top 10 Elite Pro, Hernan Rodriguez is known for sharing his expertise in portraiture and lighting through teaching and authoring. He operates a successful studio in the heart of Santa Monica, specializing in commercial and celebrity portraiture.

Mike Tyson & Evander Holyfield, Reunion Portraits of Archrival Championship Fight.

Hernan has photographed notable figures across music, entertainment, and sports, both in the American and Latin markets, including the Jonas Brothers, and world champions Muhammad Ali, Mike Tyson, and Evander Holyfield. He has also captured NBA and NFL athletes, along with well-known personalities such as actor Danny Trejo, singer/songwriter Nelly, Lou Ferrigno, and actor/comedian Eddie Griffin.

In addition to his portrait work, Hernan has art-directed and photographed high-profile advertising campaigns, such as DSW’s campaign featuring Mario Lopez and Castelli Cycling Wear’s collaboration with NBA Hall of Famer Reggie Miller. His client list includes prestigious brands like Guess, Corona, AMA Racing, AT&T, NFL, Showtime, EMI Records, Universal, SLS Las Vegas, and Playboy.

Hernan’s work has been prominently featured in top industry publications, including Studio Photography, FotoNostrum, PDN, Rangefinder, and on the covers of Digital Photo Pro and PhotoShop User, showcasing his diverse and extensive portfolio.

Currently, Hernan is expanding his focus to work with a new generation of actors, many of whom are starring in leading roles for major streaming platforms like Netflix, Disney Channel, Amazon Prime, and Hulu.

Which visual mediums do you use?
I work across photography, videography, large-format printing, graphic design, and advertising.

How did you get started in this?

I began my creative journey in the arts—as an illustrator, then as a graphic designer and art director. Early in my career, I developed ad campaigns for apparel companies and created full corporate brand identities, including logo design and visual systems.

Fifteen years into that path, I branched into photography to produce visual assets for my design clients. Within two years, I transitioned fully into photography, making it my primary focus. Today, I work across many areas of commercial photography—product, food, and advertising—but my core specialization is portraiture.

Do you have a particular area of interest or genre you’re interested in?

My primary interest lies in commercial portraiture, with a focus on celebrity and publicity work. Most of my clients are talent managers, publicists, and agents in entertainment, music, and sports. I’m often commissioned to create publicity portraits designed for promotional use—whether in editorial features, advertising campaigns, or large-scale displays like billboards.

Mark Walberg, Editorial feature for Travel Today LA featuring Flecha Tequila

Who and/or what inspires you most?

This might sound like a broad statement, but I’m most inspired by people. Every subject I photograph brings their own individuality, their interests, background, personality, and physical presence.
When I create a portrait, I’m stepping into their personal space. It becomes a shared, collaborative experience with a single objective: to create an image they feel represents them. Not the entirety of who they are, but a genuine facet—something they recognize and connect with.

Those shared moments—those quiet exchanges of trust and vision—are what inspire me most. They drive me to create portraits that are honest, human, and full of individuality.

What Datacolor color management tools are in your work bag/workspace?

I use Datacolor tools in both my home studio and my on-location setup.

In my home workspace, I rely on the SpyderPro for weekly monitor calibration. I make sure to calibrate at least once a week, and always before editing any celebrity or editorial work. I also keep a Spyder Checkr card handy for smaller portrait sessions, which integrates seamlessly with my tethering software for quick color accuracy.

Another tool I’ve found especially helpful is the Spyder LensCal. I started using it more frequently after noticing some focus issues in my portraits. Running a few lens calibration tests revealed that one of my lenses was consistently front-focusing. It’s now part of my regular workflow, which is an invaluable step if you’re serious about precision.

For location work, I carry a LightColor Meter that reads ambient and flash light, as well as color temperature. It removes any guesswork from exposure and color balancing. I also keep a second SpyderPro in my camera bag for on-the-go monitor calibration, and a Spyder Checkr Photo for quick white balance checks and custom color profile creation. I use these profiles in both Phocus and Lightroom, depending on the project.

Jona Brothers, Publicity Portrait for AT&T (Playoff Concert Series)

Why is accurate color important within your workflow?

Accurate color is a non-negotiable part of my workflow, especially in commercial and celebrity portrait work where consistency, brand identity, and skin tone fidelity matter deeply. Whether the final image ends up on a billboard, in a magazine, or on a press kit, it has to reflect reality while honoring the creative vision. My clients — agents, publicists, and brands, expect precision. Accurate color ensures that skin tones are natural, wardrobe colors are true to life, and the overall mood remains consistent across platforms and print. It creates trust and professionalism with my clients.

What’s your biggest challenge at work these days?

One of the biggest challenges I face today is navigating the highly competitive nature of the photography market. There are often many photographers bidding on the same job, which drives up demand but also drives down rates. On top of that, the rise of smartphone photography has created a false perception that professional results can be achieved with a tap of a screen.

But the truth is, quality work, delivered with consistency, precision, and intention, comes from the trained eye of a professional. My value doesn’t just come from operating a camera, but it comes from years of experience in both advertising and photography, understanding how to shape a message visually. That’s not something automation or convenience can replicate.

Russell Peters, Press Image of Comedian

What’s your objective when you create something?

My first objective is always to hit the target. I’m typically hired to create a visual asset, whether it’s a portrait or an advertising image, with a clear purpose behind it. Sometimes the direction is very specific, with set parameters. Other times, I’m given more creative freedom to express something unique through lighting, composition, or theme.
Either way, the goal remains the same: to deliver something intentional, effective, and aligned with the client’s needs. When someone hires me, it’s usually because they’ve seen my body of work and believe that my style and vision align with their brand or message. That trust is something I take seriously every time I create.

Best bit of advice you ever got?

One of the best pieces of advice I ever received, and one I’ve applied directly to photography — is this: “Whatever you do or choose, go all in.” I attribute much of my success as a professional photographer to following that mindset. I didn’t truly start seeing the results of my work until I committed to it fully.

You almost have to live in that space, studying, practicing, and immersing yourself in the craft every day. What I didn’t know, I made it a point to learn, research, and test. Of course, there’s a practical side, you still have to make a living and meet your daily responsibilities. But if you’re serious about your path, go in with both feet. That level of commitment makes all the difference.

Do you have a fun fact you want to share about yourself?

Fun fact: Not many people know this, but athletics have played a huge role in shaping who I am, both as a person and as a photographer. I was once a professional cyclist, riding up to 200 miles in a single day and as much as 900 miles over six days. I also competed as a bodybuilder, earning the title of Mr. Los Angeles and qualifying for nationals.
Beyond that, I’ve been a lifeguard, a triathlete, and even raced Ducati motorcycles on track. That part of my life came with a heavy cost, I survived a life-altering crash that left me with a collapsed lung, a pulverized wrist that required a transplant, and a separated shoulder.
All of these experiences taught me discipline, perseverance, focus, and most importantly, the mindset that if I commit to something, I can do it. Those values carry over into every shoot I approach.

Do you have a tip for your audience?

One of the key elements that has helped distinguish my work in a crowded field is not just technical skill, but the intentional use of color. Many photographers invest time in learning lighting, posing, and how to operate a camera or modifier, which are all important. But understanding the science of color, and more importantly, its psychological and emotional impact, adds a powerful, often underutilized dimension to your imagery. Color has the ability to shift how a viewer feels without them even knowing why. That’s the kind of connection I aim for in my portraits. Every color choice I make, whether it’s in the background, wardrobe, or light, is deliberate, never incidental. I use color to evoke a mood, express emotion, or create visual energy that lingers with the viewer.

Lou Ferrigno, Publicity Shot for Discovery Feature

My advice: immerse yourself in the study of color and light. Learn how light interacts with surfaces, how it’s absorbed or reflected, and how color is influenced by its surroundings. Spend time with the color wheel, understand complementary, analogous, and split-complementary harmonies. Then take it a step further and study the psychological effects of color on human emotion and behavior.

When you master this language of color, your photography will speak louder.

My go-to color management tools

SpyderPro

Advanced color calibration for your editing monitor

LightColor Meter

For exposure and color temperature measurement
in photography and videography

Spyder Checkr

Perfect for studio work or location shoots due to its larger size

“Every color choice I make, whether it's in the background, wardrobe, or light, is deliberate, never incidental.”

– Hernan Rodriguez