Meet Jeff and Cat Chang, the brilliant minds occupying The Apartment Photography, a Vancouver-based destination wedding photography duo. While you may know them for their viral social media content or their instantly recognizable aesthetic, we sat down with them to discuss what shaped them into the celebrated Canadian Wedding Photographers they are today.
A Strategic Shift to Growth
Before delving into the roots of their career, let's talk about where they are today. Jeff and Cat have been making waves across social media with engaging content that has garnered viral attention. Their strategy? To give without asking for anything in return. Their goal? To build a community.
Drawing inspiration from an unlikely source—a frying pan company, Jeff began to realize that instead of just telling the world that they were available for mentorships and speaking roles they would show us. They began sharing helpful tutorials and tips in well produced bite-sized Reels and their audience grew—fast!
Jeff and Cat had been in a steady routine of shooting and delivering award winning wedding galleries for years when they decided that it was time to begin sharing their knowledge and experience with others. Embracing this community-focused approach, they've cultivated a following by sharing value online, propelling them into the roles of mentors and educators in the photography world. Making their debut as educators at conferences like Arc in Vancouver and Field Trip in California. Jeff and Cat are set to grace the stages of renowned events such as WPPI and Way Up North in Italy, showcasing their expertise and passion for the craft.
Much of this can be attributed to the simple yet often overlooked strategy of defining a goal and going after it.
From Humble Beginnings to Iconic Photographers
Let’s Rewind a bit — Jeff grew up with a camera in his hands. As he reached university he decided to get into wedding photography as a potential career path. His path crossed with Cat while enrolled in a Fine Arts class at the University of British Columbia and it was around this time that his first wedding inquiry came in.
Like many of us, that first wedding brought up feelings of nervousness and anxiety so he asked Cat to come along as his second shooter. Their first wedding together created a spark. They became enamoured with this environment filled with love and positivity where they could have the freedom to express their creativity.
In the beginning they would rely on the automatic features that the fancy DSLR’s of the time allowed. Shooting in Aperture Priority allowed them to get their shots reliably without fumbling too often while they were leaning. At one of their early weddings they experienced a photographer’s nightmare, they dropped one of their cameras. The camera was fine except the light meter that all auto features rely on was out of commission. This meant that they were forced to shoot in full manual for the first time ever. Of course, these days they are unrelenting masters of digital photography but in those days this was a defining moment for them.
From that moment they soaked up as much knowledge as they could. They would collect copies of the British Journal of Photography Magazine, binging every article to learn the latest technique that they could implement into their work. This was the beginning of an obsession that led to a fifteen year journey to becoming the iconic photographers that are The Apartment Photography.
Pioneering in a Changing Landscape
They were the new kids on the block. Entering the scene during the early days of digital wedding photography in Vancouver wasn't without its challenges. The duo, part of the first generation of digital wedding photographers, had to break through barriers in an era before Instagram. Overcoming the scarcity mentality prevalent at the time, they found friends and mentors in Kat & Dan of Stone Photo. Today, they find themselves occupying the role of seasoned professionals and mentors and they emphasize the importance of building a supportive community.
Aesthetic Excellence and Client Connection
In crafting their signature aesthetic, Jeff and Cat prioritize face-to-face meetings with potential clients to ensure a harmonious working relationship. Building rapport and comfort are key elements of their process, leading to instantly recognizable results. Their deliberate approach, from capture to edit, reflects a unity of purpose.
When asked about the way they shoot, Cat notes that they rarely do the easy thing. They move towards challenging light to try to create something new — to grow. When working with their clients they are often mindful of the experience of being photographed. They employ a certain strategic empathy, understanding that the more authentic moments will come nearer the end of the session once they have built that rapport and comfort that they strive for.
Navigating the Unique Challenges of Working Together
While working as a husband-and-wife team brings shared experiences and exciting travel opportunities, it also comes with unique challenges. Jeff and Cat acknowledge the importance of defining boundaries to maintain individual identities outside the realm of weddings.
A Glimpse into a Season with The Apartment Photography
A typical wedding season for The Apartment Photography spans May to October, capturing 30-35 dreamy weddings with the occasional destination adventure sprinkled in. The remainder of the year is dedicated to editing, business development, speaking at events and mentoring.
The Faces Behind the Lens
Meet Cat, the creative force with a penchant for learning and a unique ability to navigate various creative arts. Her presence and awareness shine through in her photographic storytelling, reflecting genuine moments with artistic finesse.
As for Jeff, he embodies sunshine—positivity, humour, and an undeniable love for the sun. An extrovert with a wealth of knowledge, his passions range from coffee and cocktails to travel and community building. His unwavering support, coupled with a "10% or 100%" approach to life, defines the backbone of their partnership.
In the hands of Jeff and Cat, The Apartment Photography becomes not just a brand but a vessel for storytelling, an ode to love, creativity, and the boundless possibilities that unfold when two passionate individuals join forces in creativity.
Visit their website to see more of their incredible work theapartmentphotography.com
Written by Canadian Wedding Photographers founder Joel Boily