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Shooting Truth
Not Trends

About

I’m Paul Samuels — a Johannesburg-born photographer with a punk-rock heart and a sharp commercial eye. My work lives in the space between rebellion and refinement: gritty portraits, bold campaigns, and raw documentary series that tell the truth, even when it’s loud, messy, or uncomfortable.

Since 2012, I’ve been documenting the fringes — metalheads, misfits, artists, outsiders — while also shooting for major brands who aren’t afraid of a little edge. I believe great photography punches through the noise. It confronts. It connects. It captures something real.

I’ve shot for the likes of Absolut Vodka, Adidas, Coke, and Deutsche Bank. My portraits have hung in galleries and appeared in global campaigns. Whether it’s a high-fashion spread, a backroom gig, or a boardroom, I bring the same intent: honest imagery with soul and attitude.

This isn’t beige, polished, algorithm-friendly photography. This is portraiture with a pulse — made for humans, not just headlines.

Make something that matters.

Client List (selected)

Commercial & Corporate

Absa • Barclays Africa • Deutsche Bank • Nedbank • Rand Merchant Bank (RMB) • FNB • Telkom • Vodacom • Sasol • IEC (Independent Electoral Commission) • University of Boston (USA) • The Unlimited

Fashion, Lifestyle & Retail

Adidas • Puma • Jet • Mr Price • Edgars • Woolworths Clothing • Legit • Superbalist • Europa Art • Hyde Park Shopping Centre • Leroy Merlin • Saint Restaurant • Akedo • JACK1T • London Times • Trebene

Beauty, Wellness & Personal Care

Dark and Lovely (L’Oréal) • Garnier (L’Oréal) • Mizani (L’Oréal) • GynaGuard (iNova) • Probiflora (iNova) • Doom (Tiger Brands) • Joko (Unilever)

Food, Beverage & Alcohol

Absolut Vodka • Smirnoff • Johnnie Walker • Glenfiddich • Glenlivet • Carling Black Label • Castle Lite • Castle Milk Stout • Brutal Fruit • Redds • JC Le Roux • Savanna Dry • Hunters Dry • Pepsi • Coca-Cola • Powerade • Nescafé

Editorial, Media & Culture

DSTV • Showmax • Sunday Times RSA • The Times (UK) • Elle • GQ • Marie Claire • Women’s Health • Men’s Health • Grazia • House & Leisure • Bona • Destiny • True Love • Financial Mail • Noseweek • Wanted Magazine • Folio • Punk Magazine • Red Bulletin • Hypebeast • Mindvalley

Art, Design & Creative Collaborations

Thebe Magugu • Rich Mnisi • Marianne Fassler • Mohau Modisakeng • SAFW (South African Fashion Week) • Simon and Mary • Dr and Misses • beVisioneers – Mercedes-Benz Fellowship

Agencies, Tech & Platforms

Ogilvy • OLX (Naspers) • Trace Mobile • Rentoza • Game (Massmart) •

NGO & Non-Profit Work

MSF (Doctors Without Borders) • Khulisa (NGO) • NSRI (National Sea Rescue Institute)

Exhibitions

Awards & Nominations

  • 2012 – Tierney Fellowship Award (XVIX Edenvale series)

  • 2017 – Nominated for MACK First Book Award

  • 2017 – Loerie Award: Doom Insecticide Campaign (Newspaper Print – Advertising)

  • 2019 – Ranked #7 Photographer in Africa & Middle East (Loeries Official Rankings)

Books & Catalogue Entries

  • The Greenroom Project – Rodan Kane Hart, Murry Kruger, Paul Samuels (Self-published, Johannesburg, 2008)

  • Grandes Lições – Fundação Calouste Gulbenkian, Lisbon (2013)

  • Present Tense – Fundação Calouste Gulbenkian, Lisbon (2013)

  • The Tierney Fellowship South Africa 2012/13 – Print-on-demand catalogue (Johannesburg, 2014)

  • reGeneration 3 – Eds. Lydia Dorner & Anne Lacoste, Musée de l’Elysée (Switzerland, 2015)

  • Against Time – The Tierney Fellowship Project (Johannesburg, 2015)

  • Rencontres de Bamako – Biennale of African Photography (Mali, 2016)

Exhibitions & Projects (Selected)

Solo / Group / International Exhibitions

  • 2023 – Too Tired: Wildest Most Beautiful Ugly, South Africa

  • 2020 – Art Montpellier, Mediterranean Contemporary Art Fair, France

  • 2018 – Middle Class Life: The Repetition of the Model, Johannesburg

  • 2016 – Against Time, Bamako Biennale, Mali

  • 2015 – reGeneration 3, Musée de l’Elysée, Lausanne, Switzerland

  • 2015 – reGeneration 3, Amparo Museum, Mexico

  • 2015 – reGeneration 3, QUAD / Format Festival, Derby, UK

  • 2015 – Against Time, Bamako Biennale, Mali

  • 2015 – Seeing Through the Complexities of Difference, Kalashnikovv Gallery, Johannesburg

  • 2015 – The Bright Night Project, Room Gallery, Johannesburg

  • 2014 – Roodepoort Research Project, Roodepoort, South Africa

  • 2013 – Present Tense, Fundação Calouste Gulbenkian, Lisbon (Travelled to Paris & Porto)

  • 2013 – New York Photo Festival, USA

  • 2013 – On the Night I Remember, Stevenson Gallery, Johannesburg

  • 2012 – Wide Angle, Wits Substation Gallery, Johannesburg

  • 2012 – Newwwork 12, Wits Art Museum, Johannesburg

  • 2008 – The Greenroom Project, University of the Witwatersrand, Johannesburg

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