100 sets of photos in a year: How the passion project turned Jada and David’s photography business

A few years ago, Richmond, visual artists Jada and David Parrish, Jada and David Parrish, found themselves stuck on a creative path. Their day-to-day photography business combined with the global pandemic took a toll, and their passion business started to fall a bit short in the passion department as they found themselves being Focus on projects that aren’t challenging or inspiring.

Realizing that they had entered a dry creative season, Jada and David set out to find new inspiration and direction, first in the work of Peter Hurley and Lindsay Adler after attending WPPI, and later on. is the old fashioned traditional way across many art forms. and photography books.

The couple agreed that they wanted to focus on studio photography and separate from their current work, so they bought some colored backgrounds and started experimenting. What they didn’t know at the time was that their work with colored paper backdrops in 2020 would eventually lead to a year-long love of labor in 2021, when they set a goal of creating 100 portraits. has intricately designed and painted plywood sets.

The “100 Sets Project”, as they simply called it, was a test of their creativity as well as their endurance as artists. As part of a project that started January 1, 2021, they decided that each of the 100 images would be planned and executed in a single day, meaning complex sets in each Photos are built, painted and taken in a single day. 24 hour period. Jada recalls a quote from Elon Musk that helped them take the first step. “If you give yourself 30 days to clean the house, it will take you 30 days. But if you give yourself 3 hours, it will take you 3 hours. The same applies to your goals, ambitions, and potential.”

So we wanted to build a new portfolio as quickly as possible,” said Jada, “and having this project motivated us.

With a background in theater set design and carpentry, David focused on building and lighting them. Jada is the one who shoots and chooses the colors, clothes, props and works with the models (many of whom are amateurs), to create the final images. The photo and art books they were reading were, as David said, “added to the drink,” and helped them cement their vision for each daily shoot. Another key ingredient in their process was deciding not to feel compelled to portray their model as “best” as Jada puts it, and instead, letting their emerging creative vision dictate. poses, clothes and makeup for their subjects.

Labor of love

As if the idea of ​​conceptualizing, building and painting an intricate set, finding the right props and models, creating great lighting, and taking pictures – all in one day – weren’t enough, Jada and David continued to push forward by firmly deciding that this project would be completely unmonetized. All 100 sets, and no effect.

David recalls,

The whole point was trying to figure out our voices. Before, it was like a service that I was providing, so it was the voice of what people wanted and I really wanted to know what could be on my mind and what I could do. show and what Jada can show without any rules or guidelines. .

Jada, on the matter of compensation, adds, “We intentionally didn’t take any money for this project, we really just wanted it to be completely us, what we mean and not put the limit on our creativity in anyway.”

David recalls, “It was extremely stressful. Some days we wake up with an idea, and other days no idea at all. Each shoot is a different experience for us.”

However, starting the day with a cup of coffee and pouring out various picture books for inspiration, they will come up with an idea or continue to choose clothes and props if that idea hasn’t materialized yet. Next, they go to the paint shop and then right into the studio to build their set and paint it before their self-imposed 6pm deadline, when customers come in for the session.

Gain motivation

The new project quickly became a success, partly because Jada and David posted online about their ambitious goals, and partly because people started seeing results. The duo quickly began pushing the boundaries of their own creativity. “I wanted different colors and different jobs,” says David, which represents the new voice we were looking for. ”

When they find their new voice, the community finds them too.

“Once they started seeing the whole world we were creating, they were really excited to be a part of it,” explains Jada. The models, for example, were excited to be on “The 42nd Series” and invested in the collaboration with Jada and David. As 2021 progresses and their image pushes the boundaries of what is possible – literally inside box – they drew the attention of Peter Hurley himself, who was extremely impressed with their work.

And, even though they have begun to receive requests from companies for similar projects, the duo remains steadfast in their commitment to complete their 100 Set Project without outside influence.

Move forward

Fast-forward to 2022, with 100 of their ambitious works completed, I met Jada and David at the end of January when they were invited by Peter Hurley to talk to the Team Leader about their work. A week later I interviewed them for this article while they were in Los Angeles and getting ready to take on their first paying client, now their portfolio is complete and the goal is to create. something new and unique was clearly accomplished. As of today, they are also phasing out the wedding component of their photography business and arranging for new clients who are willing to pay for the artwork they wanted to create and who already formed on its own terms.

Get inspired

To say Jada and David are inspirations is an understatement. By focusing on their own artistic vision and staying ahead of the “safe” path, they have done what very few photographers are willing or able to do: They create work that inspires them. and bring their artistic vision to life, while letting customers find them.

This concept is completely gone for many photographers, as we often feel the need to give our clients “what they want”. But some clients don’t know what they want until they see it, and unless we, as artists, are willing to bring our own vision to life, they will never know it. what they want is exactly what our artistic sensibility brings to life.

I asked Jada and David what advice they would give to other photographers who feel stuck, or who want to get out of their current creative box and do something completely different. new and unique.

First I’ll start by saying, it’s not going to happen overnight and you shouldn’t expect it,” was David’s first thought. “It’s also going to take a lot of work, because you have to pay the bills, you have to keep your adult life going, and you have to be willing to sacrifice all your energy… you have to do two. work, basically. Put your heart and soul into it, and set yourself free.” he added.

Jada added, “Start small. Just start doing something, and from doing things that don’t work out you start to realize what you want to achieve and just keep pushing yourself to do it and don’t wait for the magic moment. of inspiration. . It’s really interesting what you can create when you tie yourself up. Don’t expect it to be perfect. Just keep doing it one day at a time, one step at a time.”

Since the publication of this article, Jada and David have become ambassadors for Paul C. Buff, and have collaborated with a number of companies including Mexican clothing designer Thais Perez Jane, We Love Colors based in Mexico. Miami, LA-based social media company PearPop. And I’m sure this is just the beginning for these two talented artists as they grow their passion project into a whole new business.