Philippe Patek Palomo grew up in the glow of studio lights and the quiet pride of Filipino families seeing their portraits for the first time. His earliest memories weren’t of playdates or cartoons—they were of tagging along at Great Image branches, handing out flyers during mall events, and watching customers light up when they saw themselves on camera. Back then, he didn’t realize he was already being trained to one day lead the business his father built from a chance conversation.
A Business Sparked by One Question
It started in the most unexpected way. Philippe’s father was running a photocopying business when he happened to buy a condo unit from Mr. Henry Sy’s secretary. In passing, he asked if there were any business opportunities inside SM malls. She mentioned they were looking for a photo studio tenant. That question—seemingly small—changed everything. His father jumped at the opportunity, secured the lease, and opened what would become the Philippines’ leading portrait studio chain. Great Image was born not from a grand plan, but from boldness, timing, and hustle.
Today, Philippe serves as Marketing Director of that same company—but the world has changed dramatically. “We’re not just competing with other studios anymore,” he says in an interview with Financial Adviser PH. “We’re competing with smartphones, TikTok filters, and the culture of instant gratification.” Rather than resist the shift, Philippe leaned into it. He saw that Gen Z wasn’t abandoning photography—they were just redefining it. They wanted control, creativity, and confidence. So he launched a sub-brand under Great Image called Dear Self—a self-photography studio concept that puts customers in charge of their own shoot.
Turning Selfies Into Studio Experiences
In a Dear Self studio, there’s no photographer, no awkward direction—just you, a remote clicker, great lighting, and a beautiful space that’s designed for self-expression. “The idea is to celebrate individuality,” he says. “It’s not about perfection. It’s about owning your image and capturing yourself on your own terms.” The concept hit a nerve. Philippe launched it with a campaign called National Selfie Day—offering a buy-one-get-one promo and freebies for one weekend only. The result? Queues, online buzz, influencer collabs, and record sales. “It wasn’t just a marketing gimmick. It was a movement,” he says. “People wanted to feel seen—and they showed up for it.”
Philippe didn’t stop there. He oversaw a complete digital transformation of the business, introducing AI-powered editing that delivers professionally retouched photos in seconds. “Other studios take two to three days. We do it instantly—with quality,” he explains. He also led the rollout of upgraded RGB lighting systems that allow for custom color schemes, and launched Glam Photobooth, a sleek, portable studio setup for events, powered by AI-generated backdrops and filters. “We brought the studio to the parties—and made it interactive, fun, and social-media ready.”
Marketing With Meaning, Not Just Ads
While the technology was crucial, Philippe knew that modern marketing wasn’t about ads—it was about authenticity. He leaned into short-form video, behind-the-scenes Reels, and partnerships with micro-influencers who actually use the service. “Gen Z can smell fake from a mile away,” he says. “We work with real creators who love the brand, not just those with the biggest follower count.” His playbook is built on community, relatability, and timing—values that extend beyond flashy campaigns.
If he sounds unusually intentional for a young executive, it’s because he is. His name alone carries legacy. Philippe Patek Palomo—yes, named after the luxury Swiss watch brand Patek Philippe—is a daily reminder that anything worth building takes time, care, and precision. “My parents gave me a name that stood for craftsmanship and timeless value,” he says. “I try to lead with that in mind.” He talks about honoring the original vision of Great Image—capturing people with dignity, beauty, and heart—while also pushing it into new, creative territory. “We’re not walking away from tradition,” he says. “We’re just packaging it in a way that this generation can connect with.”
Earning His Seat at the Table
Now 30, Philippe is quietly shaping what could be the next era of Filipino legacy brands. His vision is to turn Great Image into more than a studio chain—it’s a lifestyle brand. He wants to be part of every Filipino milestone, from graduation shoots to personal branding sessions, from content creation hubs to event partnerships. “Photos aren’t just keepsakes anymore,” he says. “They’re statements. We want to be the brand people trust to tell their story.”
And if there’s one lesson he shares with other young entrepreneurs—especially those stepping into family businesses—it’s this: “Your last name might open the door, but your results are what keep you in the room.” He adds, “You can’t expect respect just because you’re a second-gen. You have to earn it—with discipline, creativity, and by showing that you’re not just here to inherit the business—you’re here to grow it.”
From a chance mall inquiry to a full-blown Gen Z reinvention, the story of Great Image is still being written. And with Philippe at the helm, it’s looking more like a comeback story—with studio lights turned all the way up.
