Photographer/Videographer Jiayi Liang Believes Stunning Visuals are Often “Worth a Thousand Words”

“Great photos and videos serve as a touchstone, and sometimes they can be more powerful than words, and create memorable storytelling. Contemporary society is fast-paced, with a vast amount of information flooding the internet and the real world. However, people are increasingly attracted to vivid images and footage, so for my clients in the current media environment, I collaborate with them to quickly capture people's attention. Compelling photos and videos can accomplish their purpose in the shortest amount of time without requiring people to spend more time reading. Once attention is captured, those who are interested will delve deeper and conduct further research.”—Jiayi Liang

Photographer/Videographer Jiayi Liang loves collaborating with diverse clients which includes work on glamour magazines, onset/event photography, inspiring documentary and short films, and company brands, like on yearly campaign shoots for both Suki Eyewear and Mott & Bayard Eyewear.

Additionally, to further support her clients, Jiayi has recently opened up her own Moza Studio and JYL Studio, enthusing, “Establishing my own studio marks a new chapter in my career. It not only helps me develop my own style and workflow but also allows me to connect and collaborate with clients, like Mott Optical Group, under my studio’s brand image, showcasing my professionalism and versatility.”

Indeed, versatility is one of Jiayi’s strengths. For example, growing up, she was fascinated watching movies by award-winning filmmakers like Wong Kar-wai and Stanley Kubrick. In fact she was attracted to all moving images, paying attention to details like how does the camera work and move, how do they design and manage the lighting, and how do they compose the music. She was intrigued by the storytelling aspect of music, so, she initially earned a Musicology degree from the prestigious Central Conservatory of Music in Beijing. She then took her interest in music, which plays such a crucial part in films, and then earned a MFA in Filmmaking and Cinematography from New York Film Academy. She saw how the two fields complemented each other, explaining, “Music is also about storytelling. The music sheet is like the script for movie, the composer is like the screenwriter, the conductor is like the director, concert performance is like the acting. So, I gained more confidence to understand photography and videography deeply and widely.”

While Jiayi is inspired by the storytelling of writer/director Christopher Nolan, and his most recent multi-Oscar-winning movie Oppenheimer, she also reflects on the increasing dominance of video and moving pictures, suggesting, “In my view, the functions of photos and videos, which I’m equally adept at doing, are entirely different. For instance, videos are dynamic and constantly changing, documenting the entire process. Meanwhile, the focus of a photo is a single moment, and that moment is fleeting. However, the impact of a good photo can sometimes be more profound than that of a dynamic image because it leaves much to the viewer's imagination. This is similar to the metaphor in literature and the blank space in painting—sometimes, less is more.”

Jiayi has recently added even more diversity to her visual resume, including: she was the 2nd Director/Cinematographer and Editor on the awe-inspiring feature called The Brilliant Star—A Documentary of Gao Yaojie, a Chinese gynecologist, academic, and inspiring activist who discovered critical research involving the transmission of AIDS/HIV; Jiayi played executive director, overseeing the filming of 100 Idioms—Educational Short Films, which was organized jointly by the Ministry of Education of the People's Republic of China and the Center for Language Education and Cooperation, and which is aimed at fostering friendly cooperation between China and other countries in politics, economy, diplomacy; and, her continuing work as photographer/videographer at New York Fashion/Bridal Week.

Jiayi Liang talks about her strengths as a photographer/videographer, about what she brings to the table for her clients like Mott and Chinatown Optical Group, and her ongoing goals to always capture captivating visual imagery.

What unique assets do you bring to the table for your clients?

I love to collaborate with all my clients. Over the years, I have collaborated with professionals from various fields, including journalism, fashion, artists, apparel brands, and with various event venues. As an experienced photographer and videographer, I primarily provide visual concept design and specific shooting and production work for clients. My new dual-studio Moza and JYL is also helping the collaboration process. For example, Moza Studio handles projects for personal and corporate brands; while JYL Studio is primarily dedicated to my own artistic creations. So, I can differentiate the collaboration.

What’s your involvement with the Mott and Chinatown Optical Group?

I work each year on the annual promotional campaign shoot produced for the Suki Eyewear and Mott Bayard Eyewear brands. Kenneth Ma is the owner of Mott and Chinatown Optical Group, the owner of both eyewear brands Suki and Mott & Bayard. Kenneth manages nine optical retail locations, with over 70 staff, including professional optometrists, and opticians, and they implement best-practice solutions. He launches the latest designs of these two brands every year, necessitating the need for shooting annual photobooks, commercials, posters, and billboards to promote the latest products. And, that’s where my annual collaboration comes in.

Specifically, what are your responsibilities for this client?

As the sole photographer and videographer, I need to be fully involved in the pre-preparation, shooting, and post-production. I must scout shooting locations with Kenneth, select each location in advance, and determine the specific shooting plan. Each set of different frames must match the environment and character modeling. During the shoot, I must choose the right equipment for each specific scene, guide the model’s expressions and movements, and accurately and timely judge the impact of weather and light. If necessary, scenes may need to be temporarily changed, and time must be managed to create the necessary work within a limited timeframe. In the later stages, I must collaborate with the team to select the best pictures for advertisements, conduct photo retouching and editing, and finally submit them to the company.

How could the famous “Road Not Taken” poem with the words, “I took the one less traveled by/And that has made all the difference,” apply to you?

I enjoy taking on projects that most people might hesitate to try. Although these projects can be challenging and require more time and effort, how can one know if they will succeed without trying? If everyone takes a certain road, it's natural to feel inclined to follow because it's easier. People often avoid the unfamiliar road because it's uncomfortable, scary, and unpredictable. However, I want to be the one who takes that uncertain and unfamiliar road. I'm not afraid of challenges, and I'm not afraid of failures. I believe everyone is unique and deserves the chance to create something of their own. Be your own chosen one. After all, life is a series of experiences, isn't it?

Check out Jiayi Liang on her website and on Instagram.