TAKE TEN: Jules Ruby

September 1, 2025September 1, 2025

With a love of storytelling developed through photography, Cape Town-based, Jules Ruby, eventually ended up in film and media. We chatted to her about where this love started, the makings of a good image and what she’s exploring next. (Image: @mikebellphoto)

Jules Ruby

Please tell us a little about yourself and your photography.

For as long as I can remember, I’ve had a camera with me. First with a simple point-and-shoot, then disposables, and later my mom’s old SLR film camera. I used to get so excited when my mom took me to collect my developed film.

I was observant and inquisitive, but quite an introverted child, so the camera became a way for me to explore and express myself through what I suppose was my own visual diary.

That love for visual storytelling eventually led me into film and media, working with character design and styling, where I still, to this day, enjoy being part of storytelling as it unfolds through the lens.

In 2017, I got the Fujifilm X100S, and that’s when photography truly came back into focus for me. Since then, it has become my personal way of expressing how I see the world around me, capturing not just what’s in front of me, but also the feeling of a moment, whether it’s beautiful or at times quite uncomfortable.

What do you get out of photography?

That is quite a difficult question to answer. It is probably more a feeling than a written answer – and even that feeling is quite difficult to describe.

What do you believe makes for a good photograph?

I don’t personally feel that there is one definition of a good photo or any artwork. For me, it’s the image that creates an emotional response, whatever that may be.

Black and White or Colour, why?

I’ve always had a soft spot for black and white photography. The tonal range gives an image a timeless, almost painterly quality. That’s also why I enjoy Fujifilm so much, the film simulations carry a beautifully cinematic feel.

What camera do you use and do you have a favourite lens?

I am currently shooting with a Fujifilm X-S10. My favourite lense is my XF27mmF2.8. A beautiful lens and compact enough for me to take my camera into most environments.

A photo shoot with anyone, anywhere at any time, who would you choose?

If he were still around, I would have loved to have a photo walk and chat with Dr Peter Magubane. I have always had such admiration and respect for his brave and powerful work.

What area of photography would you like to explore next?

Having started with street photography and general environmental/documentary shots, I’ve been expanding my knowledge in lighting, studio work, and more curated setups. Since a film set is often my regular playground, I’ve also really enjoyed capturing the magic moments of the hardworking humans who bring motion pictures to life. What I enjoy most about photography is that it’s an endless space for exploration.