Amid the sea of text, charts, figures, and infographics, it’s impossible not to notice the portraits featured throughout the report: Those of Ayala Corp. chair Jaime Augusto Zobel de Ayala or Jaza and president/CEO Cezar “Bong” Consing; the board of directors, composed of five men and two women; and the 20-member Ayala Group management committee.
What’s instantly noticeable is the youthful, casual energy each headshot exudes — wide smiles, relaxed poses, and, for the gentlemen, a notable absence of neckties despite being properly suited.
The person behind all of this is Cyrus Panganiban — a freelance portrait, corporate, commercial, and beauty photographer — who graciously agreed to an interview with and a feature in Insiderph.
Here, we gain valuable insights into how he got his start in the industry as well as the thought and work processes involved in doing portraits for a diversified conglomerate like Ayala Corp.
An early interest in advertising
“Before entering college, I had a strong interest in advertising, influenced by relatives who worked in the field,” says Cyrus. “However, during my college experience [in UST, majoring in communication arts], I contemplated shifting my focus to Fine Arts but ultimately decided against it.”
Looking back, Cyrus says his decision to stick with his chosen course has proven beneficial over time. “It has provided me with valuable insights into the business side of the industry,” he notes.
Coming from an artistically inclined family, Cyrus credits his interest in photography to his eldest brother — also a photographer — who took him under his wing as an assistant.
“This experience gave me a glimpse into the workings of the field of photography,” he says. “And I quickly fell in love with it!”
As for his personal inclination toward portraiture, Cyrus says he was inspired by what he describes as “the timeless and iconic works that appear in print media titles like Time and Rolling Stone.”
On the job
Fresh out of college, Cyrus initially aimed to work at an advertising agency. But once again, it was his brother who played a pivotal role in shaping his career path by bringing him on as a second photographer.
“My first photography gig was in 2006 for a magazine,” he recalls.
From that fledgling start, one can’t help but wonder how Cyrus eventually landed such a plum and enviable assignment: Handling the portraits for Ayala Corp.’s annual reports. This meant photographing none other than the Zobel brothers, Jaime Augusto and Fernando—who, he notes, are very easy to deal with, as subjects.
“I had the opportunity to be one of the recommended photographers for the annual report of an Ayala Corp. business unit and was fortunate enough to win the bid,” he recalls.
Not wanting to squander such a prized opportunity, Cyrus set out to become the Ayala Group’s go-to portraitist, doing his utmost to make each session efficient and enjoyable for the board and management committee. Yet, despite his best efforts, the assignment was eventually passed on to other photographers in the years that followed—for reasons unknown.
Unfazed, he redirected his focus and energy toward honing his craft with other portraiture clients. Among his notable subjects are Ricky Razon, Helen Yuchengco Dee, Manny Pacquiao, and Hidilyn Diaz.
Photographing FZA
But luck would continue to be on his side. A fortuitous chance arose for Cyrus to photograph Fernando Zobel de Ayala, or FZA as he is called by Ayala employees, for a magazine project.
“I was excited and determined to make the most of this opportunity, which turned out to be a pivotal moment in my career,” reveals Cyrus. “After that shoot, I received a call from Ayala Corp. to handle all the portraits for the entire group. It was a surreal experience that left me in shock for several days.”
“Power portraits were really my goal when I was starting out,” he admits. But over time, and after spending a few years working with the Ayala group, he now makes it a priority to connect with his sitters.
“By engaging them in a light conversation and asking simple, random questions about their interests—like their favorite activities, sports, and music—or even advice on life, I am able to foster better rapport,” he says.
Striking a connection
This approach, Cyrus further says, contributes significantly to the development of his desired style: simple, classic, timeless, professional, and approachable.
To achieve this, he has learned to strike a balance between persuasion and respect—especially when working with older subjects. He also prefers more intimate settings, often limiting the number of people present during shoots to foster ease and authenticity.
“This allows for a more relaxed environment, fostering trust between me and my subjects.”
While he occasionally collaborates with an agency—mainly to align with the project’s overall theme—Cyrus is granted near-complete creative freedom when shooting portraits, a rare privilege in an industry where some clients are known to overstep.
“When it comes to the selection process, however, it's very much a team effort; we make initial selections together and then review those choices to recommend the best options to the client for their approval,” he says.
And because he often works with corporate clients who maintain packed schedules, he finds the problem-solving aspect of the job genuinely enjoyable. “It could be two minutes to 30 minutes. I collaborate closely with the client to manage the logistics effectively within the time available.”
Establishing strong relationships
Cyrus believes that the type of corporate photography he does for the Ayala Group helps the company establish stronger relationships with clients and stakeholders, fostering confidence, trust, and accountability.
On a personal level, however, the lessons, skills, and discipline he has gained from these sessions have proven invaluable. “This journey has truly shaped my professional path,” he reflects.
Features Reporter
