Joby Catto


England, UK, Europe
About Joby

I am experienced, knowledgeable and passionate about all aspects of panoramic photography. Having delivered virtual reality (VR) content for a broad range of online solutions over the last ten years – retail, education, hospitality, tourism and industrial sectors – developing panoramic content is a key professional, and personal strength.

I've 20 years of professional design industry experience in print, digital and screen; working on 3D design, visualisation and imagery since the late 90s. I've specialised in digital, panoramic and immersive photography for the last decade, and am a member of the International VR Photographer’s Association.

I founded and led a specialist virtual reality team in one of the UK's leading shopper marketing agencies, delivering innovative VR solutions for brands and retailers including Disney, GlaxoSmithKline, L’Oreal, Thorntons, Boots, Argos, Homebase, Sky and Asda WalMart. These were deployed across desktop, mobile and offline… as well as in dedicated immersive life-sized walk-in ‘Virtual Labs’ in London and Leeds. 

My personal work often reflects recurrent themes of placement, enclosure, texture and light. My professional work covers a wide range of subjects and sectors… but in all cases I strive to capture both a moment in time, and a sense of place which provokes an emotional response from the viewer. Realism, accuracy and detail are key. The immersive nature of panoramic photography enables the viewer to be placed in the centre of the subject matter… something I'm very happy to do. You can view an extensive range of my work on my blog

My first attempt at a  360° image was over twenty years ago at school, inspired by David Hockney's photo-montage work from the early 80s. The process (with a point and shoot film camera) was hit-and-miss, and the final result less than impressive. I put my panoramic photographic career on hold for a while.  Seeing the earliest QTVRs in the late 90s amazed me and piqued my curiosity, but it wasn't until I was able to embrace RAW-based digital photography in the mid 2000s that I combined my interest in CG and digital photography, plunging head-first in to a world of panoramic photography. I've not looked back since.