What do you get when you take an idiom and add a metaphor?

The result is a visual cautionary tale about the perils of “Keeping Up With The Joneses.” This personal project has been simmering in my mind for quite some time, and I’m thrilled with how it finally came together. I aimed to blend conceptual humor with strategic composition to tell multiple sides of a story within a single frame, highlighting a couple so fixated on getting ahead in life that they fail to see how it might set them back.  

The Concept

The most intriguing aspect of this idea was the challenge of telling multiple parts of a story in one frame. “Keeping Up With The Joneses” perfectly encapsulates the concept of coveting thy neighbor, so I knew it was crucial to convey the “us vs. them” dynamic. I wanted to depict a “regular” couple observing the Joneses, who are literally racing ahead of them. The regular couple’s expressions should convey jealousy, disbelief, or awe, while the Joneses should appear aloof and self-absorbed. However, it was equally important to reveal, on the opposite side of the frame, the obstacle that changes the narrative. This twist adds a new layer to the regular folks’ expressions as they perceive the dangers of going full speed ahead but are powerless to warn the Joneses.

Crafting the Composition

To bring this vision to life, the composition of the scene and the placement of the talent were key in telling the dual story in a single frame. The main characters are centrally located, the onlookers in the upper left third, and the hazard in the bottom right third. This layout guides the viewer’s eye naturally across the frame, unveiling the story as it goes. For maximum control over element placement, I constructed the backgrounds using existing photography assets. The driving and rowing compositions were built from assets I’ve collected over the past decade of photography and travel, while the golf image was specifically shot for this project. Some minor foreground elements came from stock imagery, and my friend Bekka at Thieving Wood Studios created a CGI alligator to match the existing stock gator photo. (Can you spot which is real and which is CGI?) After building the backplates, the talent was photographed in a studio and composited into the frames.

Casting and Styling

Casting was crucial for this shoot. In my mind, the Joneses are blissfully aloof yet doing everything to the max because that’s just what they do. If they’re golfing, they have the latest cart, brand-new clubs, and matching outfits to maintain their image. If they’re rowing, they’re aiming for the next water speed record with all the latest gear. They’re the kind of people who watch movies about the rich and try to emulate that lifestyle, regardless of its fictional origins.

For this project, I cast Matthew and Sophia, who are not only visually striking but also wonderful to work with. Their expressiveness brought to life the Ken-and-Barbie-meets-Zoolander vibe we were aiming for, capturing a range of looks from plastic perfection to Stepford chic. The styling needed to reflect the Joneses’ sense of “luxury,” which reads as slightly over-the-top and unnecessary (who uses driving gloves these days?) without veering into caricature. In contrast, the “regular” people are dressed more casually, grounded in reality.

Bringing It All Together

This project was an absolute blast to execute, and I’m thrilled with the results! A huge thank you to my fantastic models, Sophia Phoenix and Matthew Glendenning, and to hmua Kendahl Robarts for their brilliant work and energy on set. I hope this project sparks a conversation about the often absurd lengths people go to in order to keep up appearances and the hidden dangers of striving to match the Joneses’ lifestyle. What do you think? Have you ever felt the pressure to keep up with the Joneses in your own life? Share your thoughts in the comments below!