Giancarlo Pawelec is a Toronto-based commercial photographer specializing in automotive, fashion, editorial, and advertising campaigns. His work blends precise lighting design with strong visual storytelling, producing imagery for brands, agencies, and publications across North America. He is the founder of PAWELEC Photo Inc. and Studio 311, where he leads full-scale productions spanning concept development, photography, lighting direction, and on-set execution. His projects range from high-end automotive campaigns and celebrity portraiture to fashion editorials, lifestyle advertising, and branded content for national and international clients. Giancarlo has photographed campaigns featuring global brands and talent across automotive, fashion, wellness, retail, and entertainment industries, often working within complex, multi-location or multi-crew environments. His approach is grounded in technical lighting control, production efficiency, and collaborative direction, ensuring consistency across both still and motion-led productions. While primarily a photographer, he frequently operates in a creative leadership role on set, guiding talent, shaping visual direction, and aligning production teams toward a cohesive final image. Based in Toronto, available for commercial assignments internationally.…Giancarlo Pawelec is a Toronto-based commercial photographer specializing in automotive, fashion, editorial, and advertising campaigns. His work blends precise lighting design with strong visual storytelling, producing imagery for brands, agencies, and publications across North America. He is the founder of PAWELEC Photo Inc. and Studio 311, where he leads full-scale productions spanning concept development, photography, lighting direction, and on-set execution. His projects range from high-end automotive campaigns and celebrity portraiture to fashion editorials, lifestyle advertising, and branded content for national and international clients. Giancarlo has photographed campaigns featuring global brands and talent across automotive, fashion, wellness, retail, and entertainment industries, often working within complex, multi-location or multi-crew environments. His approach is grounded in technical lighting control, production efficiency, and collaborative direction, ensuring consistency across both still and motion-led productions. While primarily a photographer, he frequently operates in a creative leadership role on set, guiding talent, shaping visual direction, and aligning production teams toward a cohesive final image. Based in Toronto, available for commercial assignments internationally.WWW…
Giancarlo Pawelec is a Toronto-based commercial photographer specializing in automotive, fashion, editorial, and advertising campaigns. His work blends precise lighting design with strong visual storytelling, producing imagery for brands, agencies, and publications across North America. He is the founder of PAWELEC Photo Inc. and Studio 311, where he leads full-scale productions spanning concept development, photography, lighting direction, and on-set execution. His projects range from high-end automotive campaigns and celebrity portraiture to fashion editorials, lifestyle advertising, and branded content for national and international clients. Giancarlo has photographed campaigns featuring global brands and talent across automotive, fashion, wellness, retail, and entertainment industries, often working within complex, multi-location or multi-crew environments. His approach is grounded in technical lighting control, production efficiency, and collaborative direction, ensuring consistency across both still and motion-led productions. While primarily a photographer, he frequently operates in a creative leadership role on set, guiding talent, shaping visual direction, and aligning production teams toward a cohesive final image. Based in Toronto, available for commercial assignments internationally.…Giancarlo Pawelec is a Toronto-based commercial photographer specializing in automotive, fashion, editorial, and advertising campaigns. His work blends precise lighting design with strong visual storytelling, producing imagery for brands, agencies, and publications across North America. He is the founder of PAWELEC Photo Inc. and Studio 311, where he leads full-scale productions spanning concept development, photography, lighting direction, and on-set execution. His projects range from high-end automotive campaigns and celebrity portraiture to fashion editorials, lifestyle advertising, and branded content for national and international clients. Giancarlo has photographed campaigns featuring global brands and talent across automotive, fashion, wellness, retail, and entertainment industries, often working within complex, multi-location or multi-crew environments. His approach is grounded in technical lighting control, production efficiency, and collaborative direction, ensuring consistency across both still and motion-led productions. While primarily a photographer, he frequently operates in a creative leadership role on set, guiding talent, shaping visual direction, and aligning production teams toward a cohesive final image. Based in Toronto, available for commercial assignments internationally.WWWW…
Available to hire
Giancarlo Pawelec is a Toronto-based commercial photographer specializing in automotive, fashion, editorial, and advertising campaigns. His work blends precise lighting design with strong visual storytelling, producing imagery for brands, agencies, and publications across North America.
He is the founder of PAWELEC Photo Inc. and Studio 311, where he leads full-scale productions spanning concept development, photography, lighting direction, and on-set execution. His projects range from high-end automotive campaigns and celebrity portraiture to fashion editorials, lifestyle advertising, and branded content for national and international clients.
Giancarlo has photographed campaigns featuring global brands and talent across automotive, fashion, wellness, retail, and entertainment industries, often working within complex, multi-location or multi-crew environments. His approach is grounded in technical lighting control, production efficiency, and collaborative direction, ensuring consistency across both still and motion-led productions.
While primarily a photographer, he frequently operates in a creative leadership role on set, guiding talent, shaping visual direction, and aligning production teams toward a cohesive final image.
Based in Toronto, available for commercial assignments internationally.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Language
English
Fluent
Spanish; Castilian
Fluent
French
Intermediate
Work Experience
Commercial & Corporate Photographer at PAWELEC Photo Inc.
October 10, 2014 - Present• Lead commercial and corporate photo and video productions for multinational clients across fashion, automotive, and lifestyle sectors - including full-cycle management from pre-production and creative direction through to final delivery (Kenneth Cole Productions, Jaguar / Land Rover, Porsche, Toyota).
• Produce editorial photography and video content for 120+ international publications; serve as Brand Ambassador for Tether Tools, Broncolor, and ThinkTank Photo.
• Oversee all business operations: client acquisition and relationship management, social media strategy (20,000+ combined following), scheduling, and financial management.
Education
BA, Linguistics & Sociology at York University
January 1, 2001 - June 10, 2024Qualifications
Capture One x ASMP Online Certification
January 1, 2025 - June 10, 2026Digital Marketing & Content Strategy – Google Digital Garage
January 1, 2023 - June 10, 2026Pearson AI Agents A-Z
August 1, 2025 - June 10, 2026Industry Experience
Media & Entertainment, Other
Yannick Bisson x Porsche Canada - “A Day in the Life” Campaign
Editorial lifestyle portrait featuring Canadian actor Yannick Bisson, photographed for Porsche at an undisclosed private residence. The concept, “A Day in the Life,” explored the long-standing relationship between actors and Porsche ownership, positioning the brand within an authentic, lived-in luxury context rather than a traditional automotive campaign setting.
The shoot centered around Bisson and his Porsche Cayman GT4, blending portraiture and automotive storytelling to create a cinematic yet understated series of images. I was responsible for photography, lighting design, and overall art direction, shaping a naturalistic visual approach that complemented both the architecture of the location and the character-driven nature of the concept.
Working with Yannick—best known for his role as Detective Murdoch in CBC’s Murdoch Mysteries—allowed for a seamless collaboration, with his professional on-camera presence bringing ease and authenticity to the performance-driven elements of the shoot. The result is a refined lifestyle narrative that integrates celebrity portraiture with Porsche’s understated luxury identity.
automotive porche lifestyle editorial portrait commercialphotography…Editorial lifestyle portrait featuring Canadian actor Yannick Bisson, photographed for Porsche at an undisclosed private residence. The concept, “A Day in the Life,” explored the long-standing relationship between actors and Porsche ownership, positioning the brand within an authentic, lived-in luxury context rather than a traditional automotive campaign setting.
The shoot centered around Bisson and his Porsche Cayman GT4, blending portraiture and automotive storytelling to create a cinematic yet understated series of images. I was responsible for photography, lighting design, and overall art direction, shaping a naturalistic visual approach that complemented both the architecture of the location and the character-driven nature of the concept.
Working with Yannick—best known for his role as Detective Murdoch in CBC’s Murdoch Mysteries—allowed for a seamless collaboration, with his professional on-camera presence bringing ease and authenticity to the performance-driven elements of the shoot. The result is a refined lifestyle narrative that integrates celebrity portraiture with Porsche’s understated luxury identity.
automotive porche lifestyle editorial portrait commercialphotographyWW…
Jaguar Land Rover - Automotive Campaign
Automotive campaign for Jaguar Land Rover, produced as a Canada-focused visual rollout featuring 10 vehicles across 15 locations throughout Toronto. The shoot was designed to highlight a distinctly Canadian urban identity, incorporating iconic neighbourhoods including Yorkville, the Distillery District, and the Financial District, along with additional curated city locations.
I was responsible for end-to-end photographic execution, including location planning, vehicle coordination and placement, on-set logistics, photography, and post-production retouching. Working within a complex multi-location production, I managed the flow of vehicles and setups to ensure consistency and efficiency across all scenes while maintaining the premium visual standard expected of a luxury automotive campaign.
The final imagery delivers a cohesive narrative of Jaguar Land Rover vehicles integrated into a sophisticated Canadian cityscape, supporting a national brand campaign with a strong sense of place and scale.
automotive commercialphotography advertising…Automotive campaign for Jaguar Land Rover, produced as a Canada-focused visual rollout featuring 10 vehicles across 15 locations throughout Toronto. The shoot was designed to highlight a distinctly Canadian urban identity, incorporating iconic neighbourhoods including Yorkville, the Distillery District, and the Financial District, along with additional curated city locations.
I was responsible for end-to-end photographic execution, including location planning, vehicle coordination and placement, on-set logistics, photography, and post-production retouching. Working within a complex multi-location production, I managed the flow of vehicles and setups to ensure consistency and efficiency across all scenes while maintaining the premium visual standard expected of a luxury automotive campaign.
The final imagery delivers a cohesive narrative of Jaguar Land Rover vehicles integrated into a sophisticated Canadian cityscape, supporting a national brand campaign with a strong sense of place and scale.
automotive commercialphotography advertisingWW…
HUF Magazine - Biker Fashion Editorial
Fashion editorial produced for HUF Magazine, centered around a high-impact biker theme and shot on-location across downtown Toronto. The production featured a large-scale creative team of 20+ models, multiple hair and makeup artists, an art director, producer, and full support crew, working together to execute a complex, multi-scene editorial in an urban environment.
The concept brought together luxury fashion and custom motorcycle culture, featuring curated wardrobe pieces from designers including Versace and Yves Saint Laurent, styled against a raw, street-level backdrop. Custom café racer motorcycles provided by Shredded Chrome served as key visual elements throughout the series, grounding the editorial in an authentic biker aesthetic.
I was responsible for photography, lighting design, and on-set direction, working closely with the production team to manage talent flow, maintain visual consistency across multiple locations, and ensure the editorial vision was executed at a high commercial and editorial standard. The shoot required precise coordination across a large crew and dynamic city environments, balancing fashion storytelling with logistical execution.
The final result is a cinematic, fashion-forward editorial that merges luxury fashion with underground biker culture in a distinctly Toronto setting.
fashion editorial commercialphotography…Fashion editorial produced for HUF Magazine, centered around a high-impact biker theme and shot on-location across downtown Toronto. The production featured a large-scale creative team of 20+ models, multiple hair and makeup artists, an art director, producer, and full support crew, working together to execute a complex, multi-scene editorial in an urban environment.
The concept brought together luxury fashion and custom motorcycle culture, featuring curated wardrobe pieces from designers including Versace and Yves Saint Laurent, styled against a raw, street-level backdrop. Custom café racer motorcycles provided by Shredded Chrome served as key visual elements throughout the series, grounding the editorial in an authentic biker aesthetic.
I was responsible for photography, lighting design, and on-set direction, working closely with the production team to manage talent flow, maintain visual consistency across multiple locations, and ensure the editorial vision was executed at a high commercial and editorial standard. The shoot required precise coordination across a large crew and dynamic city environments, balancing fashion storytelling with logistical execution.
The final result is a cinematic, fashion-forward editorial that merges luxury fashion with underground biker culture in a distinctly Toronto setting.
fashion editorial commercialphotographyWW…
Christopher Bates - Fashion Editorial
Editorial and campaign shoot with Canadian menswear designer Christopher Bates, created in-studio to showcase his latest Top Gun collaboration collection. The production was designed and executed at Studio 311, where I was responsible for photography, lighting design, and creative direction.
The shoot focused on translating the collection’s cinematic, aviation-inspired aesthetic into a controlled studio environment, using tailored lighting setups and directed posing to emphasize structure, texture, and attitude within each look. Working closely with the designer, the session balanced fashion storytelling with commercial clarity, ensuring the garments were presented with both polish and personality.
On set, I also directed and coached the talent to achieve performance-driven poses that aligned with the campaign’s Top Gun-inspired energy, resulting in a cohesive set of images that bridge fashion editorial and brand campaign execution.
fashion menswear editorial commercial studio311…Editorial and campaign shoot with Canadian menswear designer Christopher Bates, created in-studio to showcase his latest Top Gun collaboration collection. The production was designed and executed at Studio 311, where I was responsible for photography, lighting design, and creative direction.
The shoot focused on translating the collection’s cinematic, aviation-inspired aesthetic into a controlled studio environment, using tailored lighting setups and directed posing to emphasize structure, texture, and attitude within each look. Working closely with the designer, the session balanced fashion storytelling with commercial clarity, ensuring the garments were presented with both polish and personality.
On set, I also directed and coached the talent to achieve performance-driven poses that aligned with the campaign’s Top Gun-inspired energy, resulting in a cohesive set of images that bridge fashion editorial and brand campaign execution.
fashion menswear editorial commercial studio311WW…
Toyota CH-R - Lifestyle Campaign
National campaign shoot for Toyota C-HR, photographed on-location across downtown Toronto. Working within a fast-paced one-day production window, I was responsible for location scouting, model casting, lighting design, and photography, overseeing both creative execution and logistical planning throughout the shoot.
The project required capturing multiple urban environments in a single day, balancing natural city light with controlled lighting setups to maintain consistency across varying locations and conditions. From pre-production through execution, I worked closely with the client and production team to ensure each setup aligned with the campaign’s energetic, youth-driven positioning of the Toyota C-HR.
The result is a cohesive set of dynamic automotive lifestyle images that blend real urban environments with a stylized commercial approach, supporting a national advertising rollout.
automotive advertising commercialphotography…National campaign shoot for Toyota C-HR, photographed on-location across downtown Toronto. Working within a fast-paced one-day production window, I was responsible for location scouting, model casting, lighting design, and photography, overseeing both creative execution and logistical planning throughout the shoot.
The project required capturing multiple urban environments in a single day, balancing natural city light with controlled lighting setups to maintain consistency across varying locations and conditions. From pre-production through execution, I worked closely with the client and production team to ensure each setup aligned with the campaign’s energetic, youth-driven positioning of the Toyota C-HR.
The result is a cohesive set of dynamic automotive lifestyle images that blend real urban environments with a stylized commercial approach, supporting a national advertising rollout.
automotive advertising commercialphotographyWW…
W Magazine - Harvey Guillén
Editorial studio portrait session featuring actor Harvey Guillén, photographed for W Magazine at Studio 311. The production was developed as a high-end editorial shoot, focused on capturing a range of character-driven portraits aligned with the publication’s fashion-forward storytelling approach.
I was responsible for full studio production and creative execution, including photography, lighting design, and on-set direction. I also assembled and managed the core crew, including wardrobe styling, hair and makeup, assistant support, and craft services, ensuring a seamless workflow for a multi-look editorial session.
Working within a controlled studio environment, the lighting and direction were designed to support expressive portraiture and nuanced performance, allowing Harvey’s personality and versatility as an actor to come through across a range of styled setups. The result is a cohesive editorial feature balancing fashion, character, and cinematic portraiture.
editorial portrait wmagazine studio311 photography…Editorial studio portrait session featuring actor Harvey Guillén, photographed for W Magazine at Studio 311. The production was developed as a high-end editorial shoot, focused on capturing a range of character-driven portraits aligned with the publication’s fashion-forward storytelling approach.
I was responsible for full studio production and creative execution, including photography, lighting design, and on-set direction. I also assembled and managed the core crew, including wardrobe styling, hair and makeup, assistant support, and craft services, ensuring a seamless workflow for a multi-look editorial session.
Working within a controlled studio environment, the lighting and direction were designed to support expressive portraiture and nuanced performance, allowing Harvey’s personality and versatility as an actor to come through across a range of styled setups. The result is a cohesive editorial feature balancing fashion, character, and cinematic portraiture.
editorial portrait wmagazine studio311 photographyWW…
CanPrev - Sleep Aid
Commercial advertising campaign for CanPrev, produced alongside a motion production crew to create integrated photo and video assets for a national marketing initiative. Working across two custom-built lifestyle sets, including a fully realized bedroom environment featuring live sheep on set, I was responsible for lighting design, photography, and talent direction while collaborating closely with the motion team to ensure a cohesive visual approach across all deliverables. The project required careful coordination between stills and motion production, animal handlers, and talent, resulting in authentic, engaging imagery that supported CanPrev’s health and wellness brand messaging.
photo branding advertising commercialphotography…Commercial advertising campaign for CanPrev, produced alongside a motion production crew to create integrated photo and video assets for a national marketing initiative. Working across two custom-built lifestyle sets, including a fully realized bedroom environment featuring live sheep on set, I was responsible for lighting design, photography, and talent direction while collaborating closely with the motion team to ensure a cohesive visual approach across all deliverables. The project required careful coordination between stills and motion production, animal handlers, and talent, resulting in authentic, engaging imagery that supported CanPrev’s health and wellness brand messaging.
photo branding advertising commercialphotographyWW…
ELLE - “Nocturnes” Fashion Editorial
ELLE Nocturnes fashion editorial shot at Studio 311, created as an all-Canadian production featuring Canadian designers, models, and crew. Working within a large-scale studio setup, I was responsible for photography, lighting design, and on-set model coaching, helping guide performance and movement to align with the editorial’s mood and narrative direction.
The production brought together a full creative team across styling, hair, makeup, and production, requiring strong collaboration and precise lighting execution to support multiple looks within a controlled studio environment. The final imagery reflects a cohesive fashion story rooted in Canadian creative talent and elevated editorial storytelling.
fashion editorial photography…ELLE Nocturnes fashion editorial shot at Studio 311, created as an all-Canadian production featuring Canadian designers, models, and crew. Working within a large-scale studio setup, I was responsible for photography, lighting design, and on-set model coaching, helping guide performance and movement to align with the editorial’s mood and narrative direction.
The production brought together a full creative team across styling, hair, makeup, and production, requiring strong collaboration and precise lighting execution to support multiple looks within a controlled studio environment. The final imagery reflects a cohesive fashion story rooted in Canadian creative talent and elevated editorial storytelling.
fashion editorial photographyWW…
CanPrev - Recovery Aid
Commercial advertising campaign for CanPrev, produced alongside a motion production crew to create cohesive photo and video assets for a national marketing initiative. Working across two distinct lifestyle sets, I was responsible for lighting design, photography, and talent direction, while collaborating closely with the video team to ensure a consistent visual language across all deliverables. The production featured live talent, including a bodybuilder cast as a masseuse, which required precise direction and performance coaching to maintain authenticity within a stylized wellness narrative. The project demanded careful coordination between stills and motion workflows, resulting in polished, engaging imagery aligned with CanPrev’s health and wellness positioning.
photo advertising branding…Commercial advertising campaign for CanPrev, produced alongside a motion production crew to create cohesive photo and video assets for a national marketing initiative. Working across two distinct lifestyle sets, I was responsible for lighting design, photography, and talent direction, while collaborating closely with the video team to ensure a consistent visual language across all deliverables. The production featured live talent, including a bodybuilder cast as a masseuse, which required precise direction and performance coaching to maintain authenticity within a stylized wellness narrative. The project demanded careful coordination between stills and motion workflows, resulting in polished, engaging imagery aligned with CanPrev’s health and wellness positioning.
photo advertising brandingWW…
Vosker x Bryan Baeumler - VKX
Studio-based commercial campaign for Vosker featuring television personality and home renovation expert Bryan Baeumler, created for national retail distribution across Home Depot, RONA, and other major hardware retailers.
The production was executed in a single day at Studio 311, where I was responsible for full creative and technical execution, including photography, lighting design, and on-set production management. I coordinated a complete crew consisting of hair and makeup, assistant support, and craft services, ensuring a smooth and efficient workflow for a high-profile talent shoot.
A key aspect of this project was its remote, real-time collaboration: while the client team was based in Montreal, the Art Director joined remotely from Greece, requiring precise communication and live direction throughout the shoot to align on creative decisions as they happened.
The result is a polished set of branded imagery supporting Vosker’s national retail presence, combining controlled studio lighting with a strong, approachable celebrity-led narrative.
commercialphotography branding advertising…Studio-based commercial campaign for Vosker featuring television personality and home renovation expert Bryan Baeumler, created for national retail distribution across Home Depot, RONA, and other major hardware retailers.
The production was executed in a single day at Studio 311, where I was responsible for full creative and technical execution, including photography, lighting design, and on-set production management. I coordinated a complete crew consisting of hair and makeup, assistant support, and craft services, ensuring a smooth and efficient workflow for a high-profile talent shoot.
A key aspect of this project was its remote, real-time collaboration: while the client team was based in Montreal, the Art Director joined remotely from Greece, requiring precise communication and live direction throughout the shoot to align on creative decisions as they happened.
The result is a polished set of branded imagery supporting Vosker’s national retail presence, combining controlled studio lighting with a strong, approachable celebrity-led narrative.
commercialphotography branding advertisingWW…
Gordana Dental Art Studio - Environmental Portrait
Environmental portrait session featuring one of the founders of Gordana Dental Art Studio, photographed on-location within their working dental laboratory for publication and marketing use. The shoot was designed to highlight the craftsmanship and precision behind the studio’s work, grounding the subject within their authentic creative and clinical environment.
I was responsible for full production and creative execution, including photography, lighting design, on-set direction, and crew coordination. This included assembling and managing hair and makeup, assisting production support, and providing guidance on wardrobe, posing, and overall on-camera presence to ensure a refined yet natural portrayal of the subject.
The lighting approach was tailored to balance the technical environment of the lab with a polished editorial aesthetic, creating a portrait that feels both authentic to the workspace and elevated for brand storytelling and press usage.
portrait environmentalportrait branding editorial photography…Environmental portrait session featuring one of the founders of Gordana Dental Art Studio, photographed on-location within their working dental laboratory for publication and marketing use. The shoot was designed to highlight the craftsmanship and precision behind the studio’s work, grounding the subject within their authentic creative and clinical environment.
I was responsible for full production and creative execution, including photography, lighting design, on-set direction, and crew coordination. This included assembling and managing hair and makeup, assisting production support, and providing guidance on wardrobe, posing, and overall on-camera presence to ensure a refined yet natural portrayal of the subject.
The lighting approach was tailored to balance the technical environment of the lab with a polished editorial aesthetic, creating a portrait that feels both authentic to the workspace and elevated for brand storytelling and press usage.
portrait environmentalportrait branding editorial photographyWW…
Fito Blanko - Album Campaign
Studio-based album campaign shoot featuring Latin Grammy Award–winning artist Fito Blanko, created for the visual rollout of his upcoming music release. Photographed at Studio 311, the production was designed to establish a strong, artist-led visual identity to support the album’s promotional materials.
I was responsible for full creative execution, including photography, lighting design, and on-set direction. In addition, I assembled and managed the production team, including wardrobe styling, hair and makeup, assistant support, and craft services, ensuring a seamless studio workflow throughout the shoot.
The lighting and direction were tailored to reflect the artist’s energy and presence, balancing bold, performance-driven portraiture with refined studio aesthetics to create a versatile set of promotional imagery for use across album packaging, press, and digital campaigns.
music albumcampaign portrait studio311 photography…Studio-based album campaign shoot featuring Latin Grammy Award–winning artist Fito Blanko, created for the visual rollout of his upcoming music release. Photographed at Studio 311, the production was designed to establish a strong, artist-led visual identity to support the album’s promotional materials.
I was responsible for full creative execution, including photography, lighting design, and on-set direction. In addition, I assembled and managed the production team, including wardrobe styling, hair and makeup, assistant support, and craft services, ensuring a seamless studio workflow throughout the shoot.
The lighting and direction were tailored to reflect the artist’s energy and presence, balancing bold, performance-driven portraiture with refined studio aesthetics to create a versatile set of promotional imagery for use across album packaging, press, and digital campaigns.
music albumcampaign portrait studio311 photographyWW…
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