Not Just Lenses: The Grit and Grace Behind RDC Photography and Paradigm Films
Lights, camera, action!
In the vibrant creative pulse of Bulacan, two standout names rise above the rest: RDC Photography and Paradigm Films. Far beyond just lenses and gear, these brands represent movements shaped by grit, grace, and the vision of young storytellers who transform fleeting moments into lasting visual legacies.
Let’s step behind the scenes and get to know the people and the passion driving these two creative forces.
RDC Photography: Capturing Connection
At 35, Ricky Dela Cruz never planned on becoming a photographer. But after losing his job during the pandemic, the camera he once bought for church use became his lifeline. In 2021, RDC Photography was born.
He recalls not knowing how to edit at first—learning the craft bit by bit. His first client came from church, followed by referrals, and eventually, a breakthrough: a wedding shoot for vlogger Sangkay that drew over half a million views. It marked a turning point.
But RDC’s story isn’t just about going viral. It’s about creating comfort behind the lens. Ricky shares how he reads the room, senses the energy, and helps people feel at ease. His calm presence and deep connection with clients have become RDC’s signature.
Like many creatives, RDC faced its share of hurdles. A corrupted hard drive almost shut them down. Ricky reflects on how traumatizing the experience was—but also how it taught them crucial lessons about backups, contracts, and systems. Today, RDC operates with intentionality and heart.
“We treat every client like our most important one,” he adds. “The laughs, the trust, the little moments—that’s what they remember.”
Looking ahead, Ricky dreams of expanding the team, owning a studio, working with bigger clients, and mentoring young photographers.
Paradigm Films: Vision in Motion
At just 26, John Daniel David, founder of Paradigm Films, has spent years capturing life in motion. What began as JD Photography in 2017 eventually evolved into film—driven by his belief that deeper stories are told through movement.
Inspired by his father, a longtime cameraman for GMA Network, Daniel pursued Communication at FEU Manila and gained hands-on experience through the school’s Communication Society. His first ₱500 gig, thanks to Kuya Gremil Trinidad, sparked a fire that’s never faded.
Even during the pandemic, Daniel remained in motion, freelancing with RDC Photography before relaunching Paradigm. Seeing RDC thrive in Bulacan reignited his desire to build something of his own again.
The name Paradigm, meaning “an outstanding example,” reflects Daniel’s goal to elevate storytelling beyond his personal brand. He wanted a name that stood for excellence and growth—one that echoed his mantra to keep pushing forward, even when it meant faking confidence until success caught up.
“Youth and passion fuel our work,” he says. “Some underestimate us because of our age, but we let the results speak.”
His dream? To one day evolve Paradigm Films into a full-fledged production house, creating films alongside veterans in the industry.
Daniel has steadily made his mark in the film and showbiz scene, working on projects like the Nobita X Flow G music video “PNYT,” serving as a videographer for The House of Collab, and contributing to Sine Asia International. Recently, he advanced his career by joining Viva Productions as a camera operator.
One Team, Two Visions
At first glance, RDC Photography and Paradigm Film may seem like two separate creative powerhouses—but the real twist lies behind the lens. Both brands are powered by the same close-knit team of passionate, young storytellers: Ricky Dela Cruz, John Daniel David, Mark John Gornes, Jandreal Javier, Joswa Mahinay, Jiro Javier, Rey Galela, Anthony Carl Simborio, Ann Margaret David, and Jered Larida.
RDC Photography and Paradigm Films may differ—one tells stories in motion, the other in stills—but behind every frame is one team with a shared heartbeat, telling stories that matter.
Not Just Lenses
RDC Photography and Paradigm Films remind us that great visuals don’t begin with gear—they begin with grit, grace, and a team that sees beyond the surface. These aren’t just creatives clicking shutters or rolling film; they’re storytellers chasing meaning, not just perfection.
Their message to aspiring creatives is both a reminder and a challenge:
“Gear can be bought. Skills can be learned. But character is what keeps clients coming back. Be kind, be professional; and don’t just create content, create connection.”
