You Attract What You Put Out

Featuring Sarah Pardini Words by Nastasia Khmelnitski

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Glamour, sunshine, ease, true joy of life and appreciation of oneself are the striking elements in Sarah Pardini’s work. The characters appear to be self-sufficient, projecting a dream-like state of realization of the goals. In beauty shots, each detail is extensively thought off and vividly presented, playing with edgy colors and imagination.    

In contrast, fashion photography takes its origin in realism with an edgy twist. Breaking away from the studio shoots, the images introduce a different set of characters, each from a newly created universe with a unique story. Freshness and novelty surface from the intricate development of the narrative, daring the created persona to push the boundaries. Sarah Pardini is a fashion and beauty photographer residing in sunny L.A. She has spent her childhood in Colorado and later in Hawaii. Sarah started as an intern photographer after graduating from Pacific Northwest College of Art, soon developing her career to become a freelancer.

We decided to check how Sarah is staying creative during the pandemic and speak with her about her life in L.A., the striking difference between an office job and being one’s own boss, her knowledge in design. Sarah explains the importance of social media and word of mouth for networking and landing commission projects, and we talk about shooting cover images for music albums.

‘I am thankful I wasn’t born in a city, though. Coming from a small town, not having these things within reach, does teach you how to be creative. You learn how to push yourself’

LA

Let’s discuss the fashion and creative scene in LA, where you’re currently located. What is the most striking difference when compared to your hometown Colorado, or your life in Hawaii?  

Opportunity. I’m currently quarantined in Hawaii, due to COVID-19. Being here now for weeks, it’s so clear the lack of opportunity for someone in the fashion industry. Not saying there is no opportunity here, but I just don’t have the same tools for what I need to do as in Los Angeles. If I need a studio, prop, a makeup artist, a hairstylist, or a model, it’s all within reach in LA. I’m sure I could find some of what I need here in Hawaii or Colorado, but there are so many obvious differences between small towns and cities.

I am thankful I wasn’t born in a city, though. Coming from a small town, not having these things within reach, does teach you how to be creative. You learn how to push yourself, look at things, and think about how you can do that with what you have around. 

‘Too much consistency was boring and completely crushed my freedom. I hated spending my entire day at the office, shooting products, and only working on creative projects once in a while’

Photography

What are the main cons and pros when comparing working as a photographer at the company on beauty shots and campaigns and as a freelancer? What are the main things you’ve learned from both those experiences? 

Having a salary job was definitely an amazing experience. I had a consistent paycheck and health insurance. To have consistency in the workplace is okay too, knowing who you’re going to sit next to every day and work with on projects. 

For my personality type, though, I got super depressed. Too much consistency was boring and completely crushed my freedom. I hated spending my entire day at the office, shooting products, and only working on creative projects once in a while.

Working as a freelancer you still have to work 40 hours a week. Producing shoots, reaching out to clients, shoot days, and then work hours on editing. As a freelancer, though, you’re constantly working with different people, every day can be a new project. You work when you want to. It can be super stressful because some months you could have no jobs, other months you could have zero days off. I think with freelance you also get more of the work you want! You’re allowed to say 'no' to projects. You attract what you put out as well. When you’re working for one company, you become that, you’re going to shoot their style and what they need. With freelance, you can curate your own style, and then clients come to you for that! 

Design

A lot of times the profession of designer is closely connected to photography, why do you think it happens? How did the design affect the way you approach photography? 

To be a designer, by definition, is to take something and plan the form, the look, or the workings of that thing. A photographer could definitely work closely with a creative director, but I think most are both designers and photographers.

I know, I am always taking the thing (person or object in an image) and creating the world they live in, giving them a character.

‘For me, social media has been the best way to market and brand myself. I can layout my work how I want it to be seen so I may attract what I want. Most of the jobs I’ve landed came through Instagram’

Commercial Work

What’s the best way for a photographer today to brand his work and gain acknowledgment? Is it mostly through offline or online work, networking, print issues, social media?  

Everyone’s experience is different, but I know for me, social media has been the best way to market and brand myself. I can layout my work how I want it to be seen so I may attract what I want. Most of the jobs I’ve landed came through Instagram. I’m happy to have had more editorials recently. It gives me a chance to tell longer stories with my images instead of just sharing with the world one or two.

Along with social, word of mouth and presence in the outside world have done wonders. Going out to the town and meeting people is the second-best way (for me) to brand and land work. I don’t force myself onto people, but if I’m out and asked about my profession, I will say - photographer. If asked, I’ll show my work. I think once you meet me and you see my work, it just clicks why my work looks the way it does.  

Music

Tell about your artwork and photography for music artists and the single releases. What is the creative process? Do you consider filming a music video? 

I shot my first big cover for Blackbear last year, for his single ‘Hot Girl Bummer.’ I love shooting covers for artists because it usually involves one banger image, then a few side images to go along for marketing, or even just some fun BTS images. Musicians usually have a pretty good idea of what they want for their cover, so you just get to put your style on it! 

 I’m currently filming a music video for artist Bonavega (: Also I’m booked to shoot one for Siiickbrain and talking to DeathbyRomy to film one for her videos as well. I’ve still got so much to learn about video, and I’ve always wanted to try it. Nice to see all these artists putting their trust in me to experiment and try it out! 

Beauty

One of the most prominent elements in your photography is beauty shoots and work with the makeup artist. What is an important line for you in makeup for fashion shoots? Tell about your work on set and while working on the mood board in cooperation with a makeup artist. 

Makeup, to me, is a fun tool to use to help create a character. For me, when I wear makeup, whether it’s a full face, clown makeup, or even just mascara, it can help me feel more alive. I think after I went out as the joker, I really felt the power of makeup and how it can completely control how you feel. If a model is given good makeup or cool makeup, they can tap into a character.

I shoot a range from natural beauty to crazy full-on looks or body paint. When creating a mood board with a makeup artist, we usually send back and forth ideas, inspiration images, etc. Some of my most successful shoots have come from drawings or cartoons. I can either present an artist with a concept and have them twist it, or they can present me with one and I’ll twist it!

Upcoming Projects

What are your plans for this year? What are you working on right now? 

WELL, I had so much cooking for April alone, and now COVID-19 has thrown a huge rock in my path! Not to worry, because when everything is up and running, all my creativity will be at its max since I’ve been so pent up. Working on the music videos, as well as a few projects for Playboy (: 

I have a few more album artworks I’m doing at the end of the month as well. 

Excited to do more videos!!!!