Creative Director + Photographer for boutique hotels and hospitality brands.

Nashville and Miami, on location across North America.

Visual Assets Built to Drive Bookings, campaigns, editorial publications and national marketing INITIATIVES.

Past Clients

  • KASA logo with blue background and white lowercase letters.
  • Logo with a stylized leaf above the word "Sonder" in dark green letters.
  • Expedia logo featuring a yellow airplane icon inside a blue circle and the word 'Expedia' in dark blue text.
  • Logo for Beacon South Beach with the word 'BEACON' and an illustration of a lighthouse inside the letter 'O'
  • GoDaddy logo, demonstrating the work collaborations between projects with the j projects
  • GAF logo, demonstrating the work collaborations between projects with the j projects
  • Sotheby's International Realty logo on a navy blue background.
  • Douglas Elliman
  • Logo of Fairwind Hotel in Miami, featuring a stylized geometric windmill or fan design above the hotel name with horizontal lines and the location Miami written below.
  • Anatolia Tile + Stone logo with black text and a plus sign between 'Tile' and 'Stone' on a white background.
  • Text saying "Glam Squad" with "Glam" in orange lines and "Squad" in purple lines, connected by decorative purple flourish.
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Pouring frothed coffee through a metal fin filter into a cup.
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A glass of black coffee with a large ice cube and a coffee stir stick on a wooden table.
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Hotel lobby reception area with a wooden front desk, two Apple computers, and a person walking past blurring motion. There are two abstract artworks on the wall behind the desk, pendant lights hanging from the ceiling, a potted plant on the right, an
People raising glasses with beverages, some with ice and fruit garnishes, in celebration.
Interior of a living room with a modern chair, a TV, a wooden side table, and a colorful, symmetrical butterfly artwork on the wall.
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A person's hand is reaching for a red-colored cocktail drink with orange peel garnish in a clear glass on a white surface, casting a shadow.
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Living room with large windows, yellow armchair, gray sofa, wooden coffee table, potted plant, and a TV mounted on the wall. Outside, there is a red-roofed building and a hotel sign in the background.
Indoor scene with two large potted plants, a window with curtains, a bench with a small bag on it, a large suitcase, and a duffel bag on a wooden floor.
A round wooden coffee table with sunglasses, a coffee cup, a black wallet, and magazines on it, in front of a yellow sofa in a room with a staircase.
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A bowl of creamy lobster bisque garnished with lobster pieces and green onion slices.
Two palm trees on a beach with two white chairs and a small table between them, ocean in background, partly cloudy sky.
Art Deco style white building with beige detailing, surrounded by palm trees and tropical plants, outdoor seating with green chairs and small black tables.
Bedroom with a bedside lamp, a glass of water with red flowers, and white curtains near a window.
A modern hotel room with a sitting area, a desk with a chair, a wall-mounted TV, a window with balcony, and a sofa with colorful cushions.
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Photo of a woman walking with a suitcase in an art gallery or waiting area, with wooden walls, framed artwork, a potted plant, black benches, and ceiling lights.
A bedroom corner featuring a bed with white bedding, a wooden nightstand with a vase of flowers, a white lampshade, a telephone, and a wall with large tropical leaf-patterned wallpaper in shades of brown, green, and black.
Interior of a modern room with large windows overlooking greenery, featuring a long gray sofa, black tables, yellow stools, a white arc floor lamp, and a decorative chandelier.
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A round white speckled table with two glasses of champagne, a green champagne bottle, two small brown plates with macarons, and two corks. A brown tufted sofa is in the background.
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what do you do?

Full-Service Creative & Art Direction

  • Concept Development: Crafting the overarching visual mood, narrative, and shot list tailored to your brand identity.

  • Production Management: Sourcing, hiring, and directing a trusted team of talent, including lifestyle models, prop stylists, and assistants.

  • On-Set Art Direction: Managing the precise framing, lighting continuity, and styling during the shoot to ensure cohesive campaign execution.

Brand Strategy & Content Campaigns

  • Digital Content Kits: High-volume, premium social media assets, reel content ideas, and website imagery.

  • Press & Media-Ready Photography: Polished, editorial-grade photography formatted explicitly for luxury publication pitches and feature articles.

Hospitality & Boutique Hotel Photography

  • Interior & Architectural Photography: Capturing the true ambiance, design details, and scale of rooms, lobbies, and structural layouts.

  • Food, Beverage & Cocktail Imagery: High-end visual assets for culinary programs, fine dining, on-site bars, and menu revamps.

  • The Guest Experience: Strategic lifestyle photography highlighting amenities, service touch points, and the overall property vibe.

SERVICES

  • CREATIVE DIRECTION

  • ART DIRECTION

  • PHOTO PRODUCTION

  • SOCIAL MEDIA CAMPAIGNS

  • RETOUCHING

  • CONTENT STRATEGY

  • PROP STYLING + SOURCING

FAQ

  • Q: What do you photograph?

    Interiors for Hospitality brands, Hotels, Food and Beverage and Lifestyle Images.

  • Q: Who is behind The J Projects?

    Jaci Peña leads every project, collaborating with her team of producers, stylists, and editors to deliver a full-production experience.

  • Q: What’s your process for starting a project?

    We begin with a 20-minute discovery call to better understand your goals, vision, and find out if we’re a good fit. From there, we create a tailored proposal that includes the creative scope, goals, investment details, and a shot list to ensure every corner of your project is captured beautifully and strategically.

  • Q: Do you handle styling and production?

    Yes. I work directly with my team depending on size of project, we manage everything from scene styling to on-site production, so you don’t have to.

  • Q: Do you travel for shoots?

    Yes - locally based in Miami and Nashville, available for travel

  • Q: How far in advance should we book?

    4–6 weeks ideal, rush dates available.

We hired The J Projects to photograph the interiors, dishes, cocktails, and lifestyle images for Waterfront's website and social media before and after we opened, it was one of the best decisions we made. The images captured the heart and atmosphere of our space perfectly. Fun, inviting, and coastal. They’ve become the face of our brand ever since.

The photos not only helped us make a strong first impression, but they also played a big part in us being featured in Stuart Magazine and Jupiter Magazine. We constantly get compliments from guests who found us through those visuals.

If you're opening a restaurant and want to do it right from the start, we highly recommend working with The J Projects. Their eye for detail and understanding of hospitality is unmatched.

-Waterfront Restaurant

The first thing I noticed about Jaci was her attention to detail. She truly is ahead of it when it comes to communication, expectations and planning - which really is the catalyst for getting the perfect shot and a job well done. She is an expert with art and photography and we are SO happy to have found her as our photographer. She truly is a pleasure to work with and honestly cares that you are happy with the end results. Highly recommend!

-Interior Design, Splendid Home


Working with Jaci at The J Projects has been a game-changer for our business. As a builder in South Florida, we rely heavily on visuals to showcase the quality and detail of our work. Jaci delivered beyond expectations. From start to finish, she brought a sharp eye for design and a clear understanding of how to capture spaces in a way that tells a story. The final images and creative direction not only elevated our portfolio but also helped attract the kind of high-end clientele we aim to serve. We have seen a noticeable uptick in inquiries since using them on our website and marketing materials.

-Showcase Builders

See Press Features

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LET’S CONNECT & build something

Whether you are opening a new hotel, updating an F&B menu, or need ideas for campaigns, tell me about your project below.

We will get back to you within 24–48 business hours.