04Jan

And the Winner is…

While it was a close call, Jason Rodriquez came out on top with his stunning pictures and creativity. We caught up with him on the Lower East Side in the quaint restaurant ápizz. After a little too much fine wine and pizza we managed to grab an exclusive interview with our favorite winning photographer from the American Apothecary Photography Challenge. Here is a look at what he said.
 
American Apothecary : Where do you call home?
 
Jason Rodriquez:  Home is definitely Clermont, Florida. I was actually born here in New York, but I spent most of my years there, and I'd have to say, I'm totally a southern boy at heart.
 
AA: Why did you want to become a photographer?
 
JR: When I was younger I remember finding a book that had the letters of the alphabet photographed in it, but in different everyday things. For example, the shape of an "A" in a cluster of tree branches... or the letter "X" formed by the cracks in street pavement. I think that's when I started looking at things differently, and subsequently started taking pictures of the things I found.

 
AA: When did you first start shooting professionally?
 
JR: When I moved to New York, a few of my friends were working with a video arts program for the city. When I found out that the employees could also check out equipment, I applied, and started shooting any chance I got with the cameras the department had. Soon after I started posting them online, I was contacted about my first shoot... it was actually kind of odd for me, considering my images were mostly landscape photography. Chance and opportunity tend to work that way.
 
AA: What were your initial thoughts coming into the Challenge? Were you nervous, excited, or scared?
 
JR: Definitely, a combination of all three. I was naturally nervous for the first half, because I had never been in a competition before, let alone one that took place on location. I was crazy excited because of the venue, Levi's was a great choice; and the fact that the T-shirts themselves were great to photograph was a plus.
 
AA: Did you have an idea of what you were trying to convey through these images?
 
JR: Besides the fact that displaying the shirts was important (for obvious reasons) Not at all. With the intense competition, and the very little time window, I was shooting sporadically. I'd just try my very best to capture an image as the idea came to me, with the stuff we had to work with, and the things I could manipulate to work for a shot. I just focused on getting images that were different from everything else, and tried to play off the fact that we had awesome twin models, which was an advantage. Therefore, incorporating that into every shot was a must.

 
AA:  How do you characterize your photography style?
 
JR: I think that's a question you'd ask the people looking at the photos, rather then the person taking them. Personally, I'm not sure. I don't really think of any particular "style" when I'm shooting. However, when I'm shooting Fashion oriented photography, I like to create an image that can stand artistically despite the brand of clothing being showcased. I absolutely love coming up with peculiar concepts, and
working with ideas that I think are funky and create a world within themselves. I hate head shots, let's throw some paint on it, get some black light, and rip something up. If you were painting a picture, it be very difficult to find a color pigment that was just described as "Blue" you have thousands of different shades and variations. Photography works the same way.
 
AA: Who was your favorite model to work with? Why?
 
JR: That's hard to answer, every model brought different advantages to the table. Jake and Joe (the twin models) were simply phenomenal and I can honestly say they have a very promising future ahead of them, they allowed for very abstract and conceptual shots, and were able to pull off any crazy idea I shot there way. Other models such as Chris McDaniel offered different looks and feels for different concepts. he arrived skateboard in hand, and this allowed for a more urban and grunge feel, as opposed to the former shots I had taken. All the models were great for different reasons.
 
AA: What was your favorite American Apothecary T-shirt?
 
JR: They're all great, because they all grab attention. But Heroin, hands down, is my favorite. The black one particularly.
 
AA: What was your favorite part of the Challenge? Least Favorite?
 
JR: My favorite part of the challenge (besides the great location) was actually the rush associated with having a short time lapse to capture each shirt at each location. I've never experienced anything like that, but it was amazing. The competition I was shooting along with was intense as well, so it was great working with very talented people, and trying to beat them at the same time. The only "least favorite" thing I'd say was that it was wicked cold outside, so shooting outdoors was a bit difficult on the models and ourselves, but the location was amazing, so I would've made the sacrifice for the shots myself, even it weren't assigned. Everything else was great.

 
AA: Where you surprised when you won the Challenge?
 
JR: Yes, most definitely, yes! I was totally nerve wrecked and blown away by some of the other shots taking place on location, these guys were amazing. I remember thinking there was no chance, which was why I had to go crazy with my ideas during the shoot. I honestly never saw it coming.
 
AA: Who are some of your favorite photographers?
 
JR: First and Foremost, Norman Parkinson. The man is a genius, and has a talent I could never parallel. Every shot I've ever come across, stood as an amazing work of art in itself, despite anything that it was initially for. I look at his work every time I'm preparing to shoot, he's a great inspiration, and someone I look up to. Ruven Afanador, Helmut Newton, and Edward Burtynsky, all have very special places within my world...and the worlds I create as well. If you don't know them, you should.
 
AA: Have they influenced your work in anyway?
 
JR: My God Yes!!! I'd still be photographing pigeons and sunsets if it weren't for these guys.
 
AA: Who do you think was your biggest “competition” in the Challenge? Why?
 
JR: Felicia Cruz. She was amazing, and the ideas I witnessed her come up with were nothing short of remarkable. Watching her photograph models through a glass table, and even inside a box (yes a box) made me aware of the fact that I was in serious trouble if I didn't come up with something crazy.
 
AA: Apart from sheer hard work, what would you say has been the main key to the success of your business?
 
JR: I speak to everyone. Help anyone that needs it, and Money (along with other short-term forms of compensation) will always come second to growth, and the power of building relationships.
 
AA: What did you feel was the most challenging thing about the Photography Challenge?
 
JR: Winning.