Paola Tello: A macro perspective
In the cannabis industry, photography plays a pivotal role in shaping brand identity and consumer perception.
Among the select few photographers specializing in cannabis imagery, Paola Tello has carved a unique niche with her expertise in macro photography.
Tello is the founder of CannaShots KC, a dynamic studio specializing in product photography, with a focus on cannabis, along with video and graphic design. “CannaShots KC isn’t just a creative agency; it’s a dynamic studio specializing in product photography, with a focus on cannabis, along with video and graphic design. As a photographer based in Kansas City, Missouri, I specialize in commercial photography, products, lifestyle, and branding headshots. CannaShots KC is my passion project dedicated to capturing the essence of your brand. From the intricate details of macro photography to the vibrant energy of lifestyle shoots, each image tells a story,” Tello states.
Based in Kansas City, Tello is one of only a handful of professionals providing high-quality macro imagery to major cannabis brands in the region.
“In Missouri, there are about three or four photographers working with the major cannabis brands,” Tello explained. “Two of them are in Kansas City. The other two, I think one is in Columbia and the other one in St. Louis. I’m one of the two in Kansas City, and one of the two that specialize in macro photography, which I have been seeing is getting a higher demand lately from cannabis brands.”
Tello’s journey into professional photography began as a hobby in 2016. While initially exploring various photography genres, her interest took a focused turn when she started working in cannabis in 2019. “I started as a social media intern with BesaMe and gradually transitioned into photography by taking classes and connecting with professionals in the industry,” she said.
Her commitment to honing her craft has led her to seek training from renowned cannabis photographers, including an upcoming workshop with Rhys Harper, a well-known figure in cannabis videography. “I’m actually going next weekend to Oklahoma to take a video class with Rhys Harper. His work is amazing,” Tello shared.
As with any craft, the artist creates, but the tools can enhance and perfect the artistic vision, one of many lessons Tello has learned along the way.
“When I first started, I had a Lumix G95 with a 45mm macro lens. Quickly, I learned that setup was not going to be enough for the quality of work I wanted to produce,” she said. “I upgraded to a Canon R5 with a Canon RF100mm F2.8 L Macro lens, which has been way, way better than what I had before. I’ve been able to do wonders with that.”
Lighting and equipment precision play crucial roles in her work. “At first, I was using a two-light setup and a manual rail, which made the process time-consuming and prone to errors. Investing in an automated rail system, such as the Edelkrone automated rail, has significantly improved my workflow and accuracy,” she noted.
“You can have a very expensive camera or a very cheap one, but lighting is going to make the most difference, not the camera,” she emphasized.
Tello’s meticulous approach extends beyond the shoot, as post-processing is an essential part of her craft. “For macro pictures, from setting up to the final result, capturing a single image could take me about two to two and a half hours,” she said. “The whole setup takes about 30 minutes, shooting another 30 minutes, then putting everything into Helicon Focus to stack the images can take 15-20 minutes. Finally, refining colors and cleaning dust particles in Photoshop takes another 30 to 45 minutes.”
So what advice would she give to newcomers or aspiring photographers? “Practice, practice, practice! Start with beginner gear and focus on learning the craft. You don’t need expensive equipment to create great work, master what you have first, and only upgrade your gear once it becomes the limiting factor in your capabilities.”
Tello’s work has attracted notable clients within the cannabis industry, including Greenlight, BesaMe, Smokey River, Good Day Farms, and the Show Me Organics Group. Despite her expanding portfolio, Tello remains dedicated to continuous improvement and innovation. “Before starting any project, I take time to research the brand by reviewing their website, social media, and overall branding. Then, I like to meet with their creative or marketing team to discuss ideas based on the project scope. This ensures I fully understand their branding and goals before diving in,” she continued. “My simple and minimalistic style makes it easy to align with most brands’ visions. I aim to create work that balances creativity with their commercial goals.”
Originally from Panama, where cannabis remains illegal, she discovered the plant through her husband and professional connections in the United States. “In Panama, it’s completely illegal, so I wasn’t introduced to cannabis until I came here and met people through my husband,” she said. Outside of cannabis, she is an avid phytophile and amateur horticulturalist. “A lot of my appreciation for flower comes because I love plants in general. I have my little greenhouse at home where I keep my tropical plants like monsteras and other exotic species,” she continued. “I appreciate the beauty of cannabis, even though I’m not a big fan of smoking. I love incorporating it into cooking occasionally.”
Looking ahead, Tello aims to further expand her expertise in macro videography and continue providing top-tier visual content for the cannabis industry. “Macro photography is my favorite because it feels so rewarding when you see the final result after all the lengthy process,” she said.
As Missouri’s cannabis industry grows, so does the need for professionals like Tello who bring artistry and precision to brand storytelling through photography. With a keen eye for detail and a dedication to excellence, Tello is helping cannabis brands present their products in the best possible light.
