G-SHOCK's "Life is Tough" exhibition opened this Spring at Los Angeles's legendary clothes boutique, Fred Segal. This memorable first installment featured the work of David Perez Shadi. Shadi, who works as a photographer and movie director, can be described as one of the most important figures from New York's street scene. We asked him to talk about this project.
I never felt out of place taking on the "Life is Tough" project as a photographer. Rather, I found the idea really intriguing. "Tough" scenes are something I've rarely come across as a photographer before, so the project really got my curiosity going. It was a great incentive for me. I recalled a lot of things from the past. I was once a bike messenger in New York a long time ago. Being a bike messenger might seem like a flashy, carefree job at first glance, but it's actually extremely difficult work. No matter what the weather (New York's winters are particularly severe), you have to deliver dozens of messages each day or you don't eat. And you can get into an accident at any moment. But, we seemed to enjoy our lives and the tough circumstances. There wasn't any wealth or fame, but there was a deep sense of pride. I had a lot of great buddies. We were able to take the daily hardship and make it fun. Life is tough, but that's why we take pride in our lives and treasure our friends. That's the message I was going for in my photographs. In one of the works this time, there's a massive tree that's taken root between tall buildings. It's a powerful photograph that perfectly symbolizes "Life is Tough". It's just a tiny space between the buildings in this huge city, but the tree has firmly planted its roots and is living life to the fullest. I find there's a certain aesthetic in the strength to stand up even though circumstances are tough. Life is tough = Life itself.
- LIFE is TOUGH @ Fred Segal
- LIFE is TOUGH @ Fred Segal
- PROFILE
- David Perez Shadi studied under various fashion photographers, including Ken Nahoum. In the early 90s, he was involved in film projects at HEX Films. Later on, he produced music videos for Cypress Hill and House of Pain, scoring major worldwide hits. He has produced videos for Onyx, Biohazard, Beastie Boys, American Eagle Outfitters, Universal, and the New York Times, while also working as a photographer for Stussy, Supreme, BBC, Gravis, Recon, British GQ Style, Jalouse, LfOfficial, I-D, and The Face. David finds his source of strength from traveling. He meets lots of creative people during his travels and his images become even deeper. He maintains contact with many celebrities, including Sofia Coppola, Bruce Weber, Vincent Gallo, Jim Jarmusch, Harmony Korine, Fall Out Boy, Raekwon, Fat Joe, Pharrell Williams, and Chloe Sevigny. Currently, David is concentrating on producing fashion and music magazines, advertising campaigns, and music videos. http://shadinyc.com
