Meet Jutharat Pinyodoonyachet, or better known by her moniker Poupay.
Originally from Thailand, Poupay is a photographer based in New York City with a passion for street style photography. She is also the creative brains behind Brunch's latest campaign New York IRL.
A regular contributor to NY-based publications including The New York Times, New York Magazine, The New Yorker, and the Wall Street Journal, Poupay's approach is entirely direct while maintaining a flay-on-the-wall mindset.
We sat down with Poupay for an exclusive interview to learn more about her beginnings as a photographer, where she finds inspiration, and her approach for shooting the city that never sleeps.
We also shared some behind-the-scenes images of the making of the campaign. Enjoy!!
Tell us about yourself - how did you get into photography?
I picked up my camera since I was in high school. At first it was just for fun shooting friends and school events. Then it became more serious when I learned street photography after I graduated. I was into it that I quit my full time video editor job to pursue photography here in NYC.
Where do you seek inspiration from?
Anywhere. I love watching people doing things. I like an ordinary routine. Sometimes you can see unexpected things in daily life. Most of my inspiration is from the streets.
How would you describe your photography style and how does it relate to you as a person?
I like to make ordinary things special so I use vibrant colors and flash to make them pop. Personally, I do believe in the ordinary. There are little surprises everywhere without our notice. Once I see them, there is no such thing as a boring day.
Let’s speak gear - what do you shoot on?
I shoot digital on Sony A9 with off-camera flash.
What was it like shooting around New York City?
I love it. Walking around and observing New York City is my favorite thing. I love observing people in chaotic places. New York City is perfect for that.
New York IRL really captured the hustle and bustle of the city we call home - how did you go about achieving this?
With New York IRL, I got a chance to recreate the visuals I had seen when I went out exploring the city. A man walking a dog in his neighborhood, rush hour during the morning, local people working at their own places, a couple spending their leisure time, kids having fun together, etc. The New York IRL campaign really gave me the opportunity to showcase what I love most about New York City.
Which location or profile was your favorite to shoot as part of New York IRL? And why?
I love the Luna shots (the dog). Shooting with a dog is always tricky but Luna was amazing! It was as if she was trained to be a model. I also love shooting in the subway. It was difficult with a lot of people, but with the team, the shoot went well. I couldn't feel more grateful for having such a supportive client and production team. The campaign is so great because of everyone involved.