The love of photography and film!
In this episode of The Education Road, we sit down with Rob Fiocca, a Toronto-based photographer and commercial director whose career spans from the early days of darkroom film processing to high-budget ad campaigns for some of the world’s biggest brands.
Rob shares his journey, starting from Humber College’s Creative Photography program, and how early co-op placements with catalog and fashion photographers gave him his first taste of the industry. From those beginnings, he worked his way up through catalog studios, honing his craft, developing a style, and eventually striking out on his own.
He opens up about the challenges of adapting to digital after film, staying current with ever-changing trends, and the differences between capturing a still life and directing a 30-second spot.
Rob also reflects on the “soft skills” behind the lens: humility, collaboration, taking criticism, and building trust with clients and crews. He speaks candidly about the bittersweet realities of the creative business, the importance of passion, and how AI may disrupt photography and filmmaking the way digital once did.
If you’ve ever been curious about what it’s like to build a career in photography, navigate the business side of the arts, or transition from stills to film, Rob’s story is a masterclass in persistence, adaptability, and love for the craft.