My name is James Nicholas Merzetti. I’m a creative director and photographer based in Toronto, Canada. My journey into photography began later in life than most, but it’s been driven by a deep passion for visual storytelling, and although I’m severely color blind, I haven’t let that hinder my artistic expression. Generally, I‘d say I strive to surround myself with kind-hearted individuals.
WHAT ARE YOU MOST PASSIONATE ABOUT?
I believe in having a wide array of interests, it’s easy to let your career define you, but that can lead to a lack of inspiration. So, I immerse myself in new passions whenever I can. Currently, I’m fascinated by biohacking, psychology, and painting. But, if I’m honest, creating imagery will always be my deepest passion.
KINDLY TELL US ABOUT WHAT INSPIRED YOU TO PURSUE PHOTOGRAPHY AS A CAREER.
For a long time, I didn’t think I could be a photographer because of my color blindness. I ended up studying biotech at University of Toronto and worked as a bartender while dabbling in photography as a hobby. Over time, life’s ups and downs pushed me to take the leap and pursue my passion. I realized I couldn’t let fear stop me. If I didn’t give photography a real shot, I knew I’d regret it. So, despite my partner’s and family’s concerns, I went all in. Being self-taught has been an advantage in many ways. Without anyone telling me what was “right” or “wrong,” I found my unique voice, a voice that resonates because it’s authentic and different.
YOU MENTIONED THAT YOU’RE COLOR BLIND. HOW HAS THIS EXPERIENCE INFLUENCED YOUR APPROACH TO PHOTOGRAPHY?
Growing up, I knew I saw things differently. I distinctly remember drawing myself with green skin instead of beige in grade two, and that experience convinced me I couldn’t pursue art. For years, I felt muted, unable to express the ideas in my head. But when I moved to England and borrowed an early digital camera from my uncle, everything changed. Photography became my voice, and I realized my vision wasn’t about color, it was about light, contrast, and the obscure. If I had studied photography formally, my color blindness might have been a problem, but being self-taught allowed me to experiment freely. I focus on luminance and contrast, and this has led me to tell stories with light in ways others might not consider.
LET’S TALK ABOUT SOME OF THE CHALLENGES YOU’VE FACED IN YOUR INDUSTRY & HOW HAVE YOU BEEN ABLE TO OVERCOME THEM!
The biggest challenge is gaining enough momentum to make a living in such a competitive field. With shrinking budgets and clients taking on more of the work themselves, standing out is crucial, especially in Canada, where the market is smaller. My advice? Shoot what you love! Draw inspiration from life, not just other photographers. Find what moves you personally, whether it’s a painting, an experience, or even something like religious guilt. If it resonates with you, it’ll resonate with others too.
KINDLY TELL US ABOUT SOME OF THE PEOPLE YOU’VE WORKED WITH OVER THE YEARS.
I’ve had the privilege of working with several brands and celebrities, including LeBron James, Karrueche Tran, Paris Hilton, and Billy Porter, among others. My work has been featured in publications such as Harper’s Bazaar, Vogue, WMD, WSJ, Schön!, and Fashion Magazine. I’ve also collaborated with brands like Volvo, Louis Vuitton, and Gucci.
AS A WELL-TRAVELED PHOTOGRAPHER, HOW WOULD YOU DESCRIBE THE CULTURAL DIFFERENCES YOU’VE NOTICED BETWEEN PHOTOGRAPHY IN THE US AND CANADA?
There’s no difference in the talent level between artists in the US and Canada, but Canadians often struggle with establishing their own identity. Many of our best artists become known as American because they move south as soon as they gain recognition. This creates a challenge for those who choose to stay in Canada, as the industry here isn’t as robust and doesn’t offer the same opportunities to excel.
CAN YOU SHARE A MEMORABLE HIGH POINT IN YOUR PHOTOGRAPHY CAREER AND WHAT IT MEANT TO YOU?
Absolutely! When I started photography, directing emotion and talent was not my strong suit. I decided I needed to learn how to do this. After an emotional fight with my partner I had to go to a model test. I was feeling very down and raw. The model was very new and her mother who was there said she’s a very nervous girl and that she had been trying to dissuade her from pursuing modeling. In that comment from her mother, I found a connection with the girl. I’m a naturally shy person and have had to work to be an extrovert. I sat with her in that and really cultivated that bond. Suddenly and concretely I could see a direct line to her breaking through her wall. I held her hand (figuratively) and led her to that point. You could see the moment she cracked. She became confident and was moving with grace and emotion. Her mother began crying and the pictures were phenomenal. It was an incredibly touching and powerful moment. I obviously can’t do that every time and with every talent, but it showed me that connecting with them on their own terms and giving them a safe place to experiment was key. It changed my life.
CAN YOU WALK US THROUGH YOUR CREATIVE PROCESS AS A PHOTOGRAPHER?
Most of my ideas come from deep rumination or personal experiences. It could be something internal, a visit to a gallery, a dream, or a book I’ve read. I make a conscious effort not to draw inspiration from other photographs. When an idea resonates with me, I take time to think it through, then let it go, allowing tangential thoughts to surface later, often when I’m driving or walking, which is when I do my best creative thinking.
WHAT’S YOUR ADVICE TO ASPIRING PHOTOGRAPHERS OUT THERE?
Focus on building your brand. As AI continues to evolve, the only way to stay relevant is to become the “it” photographer that brands hire for your unique voice and the clout that comes with it. It’s easier said than done with so much competition, but stay true to yourself. Spend more time in art galleries than on Pinterest, and follow what truly makes you happy. If you have even a touch of talent, the clients will come.
WHAT PROJECTS ARE YOU CURRENTLY WORKING ON, AND WHAT CAN WE EXPECT FROM YOU IN THE NEAR FUTURE?
I’m diving deep into AI this year. We’re entering a period where many creatives risk becoming irrelevant, so it’s crucial to stay on the cutting edge, even if you don’t use AI in your work. For me, 2024 is about integrating new technology while refining my craft from a purist perspective. My client list is growing, but that’s never been my main motivator. What excites me most are the larger creative projects on the horizon. My focus is on keeping my head down, ignoring the noise, and staying true to the creative work that drives me.
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