Who printed it?
Modern Postcard printed the postcard
Who designed it?
Kerri Abrams was the designer.
Who edited the images?
My producer, Trevor Power, and myself.
How many did you make?
A little over 500.
How many times a year do you send out promos?
Vault magazines about twice a year, postcards closer to every 6 weeks.
How did this project come about?
The #dadtime project actually started a couple of years ago more specifically as a hipster dads project, inspired partly by my surroundings and by my new role as a parent. The first image I made was the beach dad with the mermaid tail – it was an incredibly lo-fi production shot near my parent’s house in Minnesota, and is still one of my favorites within the more stylized genre of imagery from the series. From there we photographed a couple more pieces for the series and then I took a break from it. During that break, I shot an entire series on parenting in general with more of a documentary approach.
What inspired you to start this series?
Part of this project is truly inspired by my own husband and his role as primary caregiver for our two young sons. When I finally shot him for the series, I decided to take him to the grocery store, where he ends up several times a week doing all our shopping with the boys. The cover of the dad time promo and one of the inside spreads resulted from that shoot along with a handful of outtakes that I love. My youngest son cried the entire time for me to pick him up and the two of them threw goldfish on the floor – all of which could not have been more true to life.
Another image in the magazine features a dad with his baby sleeping on the couch together, with his older daughter waking him up. This was inspired by an iPhone image I shot of my husband in his pajamas looking exhausted with the kids sitting on top of him. Most of the more documentary moments I capture have also happened to me. One of the more recent images, for example, is of a dad juggling two toddlers at his desk – something I often do with my 2- and 4-year-olds when I’m in my home office if they are missing me during the day. As much as the project is inspiration from dads themselves, I consider many of the scenes to be self-portraiture with the dads playing me.
Are you planning to expand this body of work?
I started focusing primarily on the #dadtime project again this spring and have photographed probably a dozen or so different dads since then, with a lot more planned for 2016.