With social media, what has been your experience with how interconnected everything is in that you can find someone that lives in New York and work with them and then find someone in Berlin and work with them within seconds?
Evan Purdy — Yeah, I think that's super interesting about social media and being connected in those ways. I think there's a lot of negative things about social media and the apparent connectedness, but I think there are really a lot of benefits to it. This whole shoot was completely done through our phones. We were able to message people. I'd never met Dax before, but we had similar connections and we were able to look at each other's work and talk to each other about the job. And then we were able to cast basically remotely from our phones, finding people who live in New York and then being able to connect to them in real life through this app, I guess, which is pretty amazing. It's pretty insane. You couldn't really do that before.
Dax Reedy — You can be the most talented and creative person to ever walk this earth, but if you aren’t able to communicate among your creative peers who have the ability to help bring your vision to fruition, then your work and world is smaller than it can be. This is why I love using social media as a tool and a vessel for bringing ideas to the surface and bringing concepts to their fullest potential. Without my social presence, I would simply not have a career. You need to be able and want to be heard. But it’s just as important to listen. My time spent in London and Paris and the connections I’ve made using Instagram will forever be major. Indirectly, that’s how Evan and I connected.
Yeah, it's true. And beyond that, do you feel like being able to connect with people even locally enables you to have a quicker relationship with them?
EP — Sometimes I think it can give you a preconceived idea of what this person's going to be like, and I think that's actually a bad thing. Being connected is a really amazing thing. Being able to witness other people's perspectives from across the world is a really amazing thing. But I think the trouble with that is that sometimes you can think, you can kind of start to impart your own ideas, even though you don't really know this person. You've met them online and you've probably formed an idea of them. But this idea is always going to be quite far from reality, which is always way more complex and takes time to understand. Whereas the use in social media, it can give you the first layer of someone or the first layer that they present, but that's never really someone.
DR — As important as social media presence is, I stand with IRL. Knowing someone within their local context, and meeting them where they are really creates a mutual trust that the work will be dignified. The concept of creative fragmentation is really inspiring to me. That being, the ways in which the amount of people and the intimacy they share influences the final image. I love to work with my friends. We understand each other's visions and taste so deeply which allows us to have clear, honest and productive conversations when collaborating.
That being said, Evan and I got to know each other in a way smaller capacity via social media, since he was across the pond at the time. The first time meeting in person being the first day of shooting lent itself to a degree of fragmentation. Our energies didn’t seem to feel on the same page and I felt a bit of a push and pull between us that took until wrapping our first model to settle. This disconnect was reliant on our lack of trust within each other and lack of time knowing each other. Thankfully our team consisted of me, Evan, my assistant and dear friend Jack who I’ve known for five years, and our gorgeous model Nissi who I scouted a few years back on the street in New York. Being local and already acquainted allows a sense of comfortability that is established before walking onto set and thus less room for error while working. I feel like I can think freely and express ideas in a more organic way. It definitely took until our next models Alex and Josi, after shooting Nissi, to feel that sense of comfort with Evan. It felt much more cohesive and aligned when agreeing on the styling for Alex and Josi.