Part of the REAL FOCUS series
The Ethical Lens: Meet the Professionals Redefining Ethics Below the Surface
Why ethical interactions are shaping a new era in underwater storytelling
Jacob Guy doesn’t just film the ocean—he listens to it.
Through the glassy lens of his camera, Jacob has built a career around documenting the underwater world with cinematic precision and emotional depth. From swirling schools of fish to the charismatic intelligence of octopuses, his images don’t shout—they connect. But behind the beauty lies something deeper: a steadfast commitment to ethics. To Jacob, underwater photography isn’t just an art—it’s a responsibility.
“I’ve walked away from so many shots,” Jacob shares. “Whether it’s coral in the way or an animal that looks even slightly stressed—if capturing the moment risks harm, it’s not worth it.”
This kind of restraint isn’t always visible in the final frame, but it defines everything Jacob does. As both filmmaker and photographer, he’s acutely aware of how fragile marine ecosystems are—and how easily even a well-intentioned diver can cause damage.
Coral Comes First
One of the most common dilemmas Jacob faces is positioning. “I love coral,” he says simply. “I understand how long it takes to grow. So I’d never put an image above protecting it.”
It’s a sentiment that echoes across his work. Whether filming flamboyant cuttlefish or coconut octopuses, Jacob constantly weighs his presence against the impact it might cause. In one especially telling moment, he describes skipping the chance to film cuttlefish eggs—because his lights might trigger premature hatching.
“That kind of development stage is critical,” he explains. “If we interfere, even unintentionally, we could be affecting survival rates. That’s not something I want on my conscience for the sake of a video.”
A Code Beneath the Surface
Jacob’s personal principles are simple but powerful: don’t touch, don’t stress and, don’t interrupt. Simply, if an animal’s behaviour changes, STOP.
“Your presence shouldn’t disturb,” he says. “If I see any sign of distress, I back off. And I teach that to anyone I work with. Start wide. Let the animal get used to you. Give it a choice to leave.”
It’s about consent—nonverbal, instinctual, but critical. The subject, not the shooter, sets the pace.
Navigating Muck and Magic
In the often-overlooked world of muck diving, awareness becomes even more vital. A single fin kick can disrupt a perfectly camouflaged critter—or worse.
“I’m always scanning where I land,” Jacob says. “You don’t realise how many animals live just under the surface until you’ve disturbed one by accident. So I make it a habit to pause and look.”
That mindfulness extends to cleanup too—Jacob regularly picks up marine plastic on dives, but not without care. “Sometimes debris becomes home. A bottle might house a shrimp. I check first—cleaning can’t come at the cost of displacing life.”
The Cost of the ‘Perfect Shot’
Working in the dive industry, Jacob has witnessed more than a few disheartening moments: divers sitting—sitting—on coral; muck sticks used not for balance, but as weapons to prod animals into better positions; photographers staging wildlife as if it were a studio prop.
“It’s infuriating,” he says. “And honestly, it makes you question everything—especially when it’s other professionals. If we, the ones telling ocean stories, can’t get it right, what message are we sending?”
That frustration fuels his passion for change.
From Image to Impact
Jacob believes deeply in photography’s power to spark conservation. “Not everyone gets to see the ocean,” he says. “So what we show them matters. If we can build a connection—make someone care—then they might make a different choice back on land.”
Those small choices—whether to recycle, vote for marine protection or support sustainable seafood—are born from empathy. And empathy, Jacob believes, begins with storytelling.
Study Before You Shoot
Before every dive, Jacob prepares not just gear, but knowledge. “Especially with new species—I do loads of research. I want to know what stresses them, how they behave and what’s safe. We’re guests in their world.”
That preparation pays off. It allows him to work efficiently and respectfully, capturing raw beauty without leaving damage in his wake.
His advice to newcomers?
“Talk to dive guides, marine biologists and locals. Learn about behaviour. The better you understand your subject, the better your images will be, and the less harm you’ll do.”
Octopus Affection
If there’s one creature Jacob holds closest to his heart, it’s the cephalopod—specifically, the coconut octopus. “They’re clever, curious and full of personality,” he smiles. “It’s like filming little underwater dogs.”
With their intelligence, tool use and endless quirks, octopuses embody what Jacob loves most about the ocean: it’s not just beautiful—it’s astonishingly alive.
A Call for Community
Looking ahead, Jacob wants more from the underwater photography world—not just more talent, but more togetherness.
“I want us to collaborate more on solutions,” he says. “Let’s show not just the problems but the wins. Let’s inspire people to care about their slice of ocean. And let’s be more respectful—of the animals, the habitats and each other.”
In Jacob Guy’s world, a camera isn’t just a tool. It’s a promise: to observe without harming, to document without disruption, and to tell stories that serve something greater than ourselves.
Because in the end, the ocean doesn’t need another audience.
It needs listeners, learners and lens-bearers who know when to step back.
Discover more of Jacob’s underwater world:
Follow him on Instagram @jacobguy.media or visit his website at jacobguymedia.com.