Today we’d like to introduce you to Jojuan Westmoreland.
Jojuan, we appreciate you taking the time to share your story with us today. Where does your story begin?
I was born and raised in Detroit, Michigan, a city that shaped my grit, creativity, perseverance, through childhood trauma, life’s trials and tribulations. My story isn’t the typical “overnight success.” I discovered my passion for the arts later in life. In 2009, while working a regular 9-to-5 job and raising a family of four, I stepped into the world of acting. I didn’t have a roadmap, just a fire in my chest and a belief that it wasn’t too late to chase purpose.
In 2014, I made the life-changing decision to move my family to Atlanta — a city pulsing with culture, creativity, and opportunity. I left behind My Mom, Nieces, and Sisters with was hard in itself, but I had a family of my own. I wasn’t just chasing a dream; I was fighting to create a legacy. I dove headfirst into Atlanta’s film and TV scene, landing roles, learning the craft, and building a “IMDB” name. Those years in front of the camera taught me so much — about character, emotion, and the power of storytelling. I have worked with a lot of talent on and off the screen to behind the scenes. This allowed me to study hands on from greats who have already done it.
But the journey didn’t stop there. Photography started whispering to me — quietly at first, then loud enough I couldn’t ignore it. I began exploring life behind the lens, and everything clicked. My love for acting gave me a unique perspective on capturing emotion, light, and presence. That’s when PBS Photography was born e— a platform where I could merge the worlds of film and still imagery to tell stories that stick with you.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Nothing about this journey has been easy — but every challenge has shaped who I am.
In the early years, I was balancing a full-time job, raising two children, nurturing my marriage, and dealing with the weight of personal loss, all while chasing my creative goals. There were sleepless nights, weekends filled with gigs, rehearsals, or editing sessions — constant motion with little rest. And then came grief — deep and personal. In 2021, just a few years after moving to Atlanta, I lost my younger sister, Ceaira, in a tragic car accident. She was burned alive. Just days before, I had visited her, and we had made plans to hang out — plans that never happened. That kind of pain never fully leaves; it becomes a part of you.
Rather than let it break me, I chose to honor her through my work. That loss became the heartbeat of Still Breathing, a suspenseful and emotional short film I began developing to process grief, guilt, and the struggle to keep moving when life feels unbearable.
Another challenge has been navigating the transition from traditional 9-to-5 work — including a career shift from government to corporate — while continuing to build a creative career. It’s a lot to manage, but I believe growth lives outside of comfort. For creatives, giving up isn’t an option. We’re the pen to an endless pad — we have to create. Life may detour your dreams, but I kept going. From principal work to background acting, stand-in roles, free photography sessions, events — I did whatever it took. That’s the grind. A lot of “hurry up and wait” and “I got you” moments — but all part of the process.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
PBS Photography is more than a business — it’s an experience rooted in story, emotion, and artistry.
As a photographer, I bring a cinematic approach to my work. I understand character, light, and mood — not just from a technical standpoint, but from the inside out. Whether I’m capturing a wedding, a portrait, or a candid family moment, I approach it like a director setting a scene. I want you to feel something when you see my images. My signature is motion captured in stillness — preserving seconds of time that speak volumes.
My work is defined by vivid colors, striking contrast, and intimate compositions. I use natural light and emotion to bring out the soul of a moment. Clients often tell me, “It feels like a movie,” and that’s exactly the vibe I want.
Beyond photography, I’m developing film and music projects under the brand, creative alter-egos that blend fashion, faith, street energy, and artistry into branded storytelling platforms.
Whether I’m behind a camera, a mic, or a script — everything I do is about legacy and impact.
What quality or characteristic do you feel is most important to your success?
My inspiration is rooted in faith, family, and legacy — three pillars that have shaped every part of my journey.
I was raised by strong women — a single mother and a single grandmother — who made things happen regardless of the odds stacked against them. Their strength was quiet but unwavering. I watched them sacrifice, pray, work multiple jobs, and stretch every dollar to provide a better life. There were hard times, but they always found a way. That resilience was my first lesson in what it means to keep going even when life doesn’t give you a fair start. Watching them survive — and thrive — taught me to believe in something greater than my circumstances. That faith was planted early and carried me through my own journey when it was my turn to raise a family.
Today, my wife and kids are my greatest anchors. They’re my daily reminder of why I grind, why I create, and why I never give up. Their love and support give me the strength to keep pursuing my vision, even when the path feels uncertain. I want to build a legacy they can be proud of — something that outlives me.
Creatively, I’m inspired by real emotion — joy, grief, breakthrough, heartbreak, doubt, and healing. Every photo I take, every frame I shoot, every lyric I write is driven by the desire to tell the truth in a beautiful way. My work isn’t about surface-level aesthetics — it’s about soul. I want people to feel something when they engage with my art, because those feelings are what connect us as human beings.
I also pull inspiration from cinematic storytelling and soulful R&B music — especially artists who know how to weave vulnerability into rhythm. I’ve always been drawn to storytellers who create space for reflection, who show the beauty in the struggle and the strength in softness. And I’m constantly moved by the everyday people — the ones who get up each day and keep going, regardless of the weight they carry. That kind of quiet courage fuels my creative fire.
And of course, Atlanta itself is a source of inspiration. This city pulses with creativity, ambition, hustle, and soul. It’s where I’ve grown as a man, a husband, a father, and a creator. There’s a rhythm here — a sense of possibility that reminds me I’m in the right place, doing what I was born to do.
Contact Info:
- Instagram: https://www.instagram.com/pbsphotosatl?igsh=dTAxMGhmbXRyNmFl&utm_source=qr
- Facebook: https://www.facebook.com/share/1RQKXF9MbP/?mibextid=wwXIfr
Image Credits
Photographer Jojuan Westmoreland “PBS”
