See the groundbreaking series at Denmark’s Louisiana Museum of Modern Art now
, and released by Phaidon in 2017 – Greenfield realised that her image archive alone could not answer the many questions she had regarding how the modern world arrived at this worrying belief that too much is never enough. “There was a historical component that I really wanted to show – about how we reached this point – which started in Reagan’s 80s, and that was something I felt I needed to do in a film,” she says.
Greenfield, who turned to photography in her teenage years in Los Angeles as a way of overcoming her shyness, demonstrates a clear knack for exacting extraordinarily candid responses from her subjects, who offer brave and bewildering insight into the whys, whats and hows behind their respective narratives. “I think, for me, the camera has been a passport to asking people questions, being nosey, breaking through shyness and in a way through social norms,” she reflects.
Sara Jane Ho, 28, teaches etiquette skills for the wealthy, such as the proper pronunciation of foreign luxury brandIn an unexpected twist , the director inserts snippets from her own life into the film, conducting interviews with her family members – her two sons, Noah and Gabriel, her elderly mother and father – to shed light on her own personal addiction: her work.
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