Jeremy Cowart’s The Portrait Lab: Innovative Photography at The Factory at Franklin
For nearly two decades, Franklin has been home to Jeremy Cowart, a world-renowned photographer, artist, author, and entrepreneur known for pushing creative boundaries. Whether capturing celebrities like Taylor Swift and the Kardashians, pioneering new photography techniques, or using his art for humanitarian projects, Cowart’s work has made waves far beyond Middle Tennessee. Today, that talent and innovation are on full display at The Factory at Franklin, where Cowart’s The Portrait Lab offers a one-of-a-kind approach to portrait photography.
Jeremy Cowart
Franklin and The Factory: A Creative Space for a Visionary Photographer
Cowart’s journey into photography wasn’t conventional. Originally a painter and graphic designer, he transitioned into photography and quickly gained recognition for his striking celebrity portrait and editorial work. As a sought-after photographer, he has captured portraits of musicians, actors, and public figures, with his work appearing in major publications like Rolling Stone, People Magazine, and The New York Times. He even served as Britney Spears’ official tour photographer, solidifying his reputation as a visual storyteller in the entertainment industry.
Through the years, Franklin, Tennessee has been more than just a workplace—it has been a source of inspiration, with The Factory serving as the perfect space to expand his creative vision.
“I moved into The Factory in 2005,” Cowart shares. “For 19 of those years, it was a private photo studio. It was only last August that I pivoted to this public spot. I had already started working with the public the last couple of years, so it kind of made sense to go ahead and fully try it as a public business model.”
The Factory has long been a gathering place for creatives, and Cowart has found both inspiration and collaboration within its walls. “There’s a massive creative community here, and it’s always been that way,” he says. “I love it. It’s filled with painters, musicians, photographers, and artists of all kinds. We are all pretty tight and lean on each other quite a bit.”
But Cowart’s love for Franklin extends beyond his studio. He appreciates the town’s natural beauty and outdoor spaces, particularly when spending time with his family. “I love being downtown. I don’t go nearly as much as I should, but I enjoy all the parks and outdoors. I play a lot of disc golf with my sons, so I love doing that. Riding bikes occasionally. It’s a beautiful town.”
For Cowart, Franklin isn’t just where he works—it’s where he finds balance, inspiration, and community.
Jeremy Cowart
Photography with Purpose: Using Art to Tell Stories and Drive Change
Cowart’s influence extends beyond the creative world. His humanitarian projects use photography as a force for storytelling and social change. In Voices of Haiti, he documented the resilience of Haitians after the devastating 2010 earthquake, bringing international attention to their stories. He founded Help-Portrait, a global movement that provides free professional portraits to those who may never have had the opportunity to own one. His Voices of Gatlinburg project in 2016 captured families amid the ruins of their homes after the Tennessee wildfires, using drone photography to share their stories of loss and resilience.
His passion for purpose-driven work extends into entrepreneurship. The Purpose Hotel, a project he envisions as a hotel where every stay supports global causes—funding clean water, education, and anti-trafficking efforts—is another example of his drive to make art and business serve a greater mission.
Through every project, Cowart’s mission remains clear: to push creative boundaries, elevate human stories, and offer a fresh perspective on what photography can be. As he puts it, “Greatness should serve a greater purpose.”
Jeremy Cowart
The Portrait Lab: A New Kind of Photoshoot
Cowart’s Portrait Lab in The Factory at Franklin is not a typical portrait studio. Instead of static backdrops and standard lighting setups, he has created an experience where the environment around the subject changes dynamically in real time, producing a variety of looks in a single session.
“As far as I know, I am the only one in the world doing what I do,” Cowart explains. “I created a system where everything is changing as I shoot—the backgrounds, the lighting—so every photo is going to look different, even if the person doesn’t move. The lights fire differently and randomly. The process is designed to surprise me. Even I don’t know what the results will look like.”
His approach didn’t emerge overnight—it has been a long time coming. “It’s been years of one idea at a time—honing in, tweaking, and refining. The reason I call it a lab is because it truly feels like one. I feel like a scientist, always experimenting and mixing things up.”
This high-tech approach has caught the attention of major clients. “Hollywood is discovering what I do. It’s a really special process. Even though it looks fairly simple, it is not.”
But Cowart’s process isn’t reserved for celebrities—it’s designed to give anyone the same level of creative excellence that top entertainers and public figures experience. Every client leaves with a portrait that wouldn’t be out of place in a high-end editorial. “No matter who you are, you can get the true Hollywood treatment,” Cowart says.
Jeremy Cowart
Behind the Scenes: The Portrait Lab Experience
So, what can clients expect when they book a session at The Portrait Lab?
To help clients prepare, Cowart sends a short video ahead of time. “I send them an eight-minute video that gives them a lot of what to do and what not to do. Come as you are. If that means full-on hair and makeup and glam or just rolled out of bed, I am game either way. I want to capture people as they are, as they want to be captured.”
“We shoot as long as we need to until I feel like I have it, but most shoots are still very short—like five minutes,” Cowart explains. “Then they can step away and grab a coffee while I prepare everything. When they return, we review the images on the big screen, and we whittle it down to the final favorites. They pay per image, and then everything is retouched and ready for a Times Square billboard!”
For those wondering if The Portrait Lab offers traditional headshots, Cowart assures that he does. “I do headshots, but I prefer the word ‘portrait’ because it’s more than just a standard image. It’s art, something timeless. A portrait is something you want on your walls, not just on a LinkedIn profile. That’s what I like to think I am creating.”
Jeremy Cowart
Creativity and Adaptation: Cowart’s Advice for Artists
Cowart’s journey has been one of constant learning and adaptation. When asked what advice he would give to other creatives, he emphasizes the importance of ongoing education and flexibility.
“Just be learning like it’s your job. Learn obsessively all the time. Learning has just opened up so many doors for me. If you are a creative, the more tools you have, the more you can do. It’s a pretty hard time right now for creatives, and so I would also say to learn to pivot. What else can you do to earn a living? You have got to kind of be a jack of all trades these days. Learn and pivot.”
This mindset has fueled Cowart’s ability to evolve his craft, from photographing global icons to pioneering new techniques in portraiture. It’s also what led him to open The Portrait Lab—giving others access to a truly one-of-a-kind experience.
See Yourself in a New Light: Book a Session at The Portrait Lab
As The Portrait Lab continues to grow and evolve, Cowart’s studio at The Factory has become a must-visit destination for those seeking a one-of-a-kind, immersive portrait experience.
Cowart wants people to know that this experience isn’t exclusive to celebrities—it’s for everyone. “This isn’t just a headshot studio. My goal is to make art with everyone who steps into the studio, using the same process I’ve used with some of the biggest celebrities in the world. You can truly get the A-list experience right here in Franklin.”
“I am doing this at the highest heights of Hollywood, but I am right here in Franklin,” he says. “It’s 25 years of experience and something you can’t get anywhere else in the world.”
More than just a portrait, each session at The Portrait Lab is a chance to be part of an artistic process—one where light, movement, and technology work together to create something completely unique. Whether for personal use, professional branding, or just the excitement of seeing yourself through a whole new lens, The Portrait Lab offers an experience unlike anything else in photography.
For those interested in booking a session or learning more about Cowart’s work, The Portrait Lab is open for appointments, and his latest projects can be explored at jeremycowart.com.
Explore More Franklin Creativity and Community
Jeremy Cowart’s work at The Portrait Lab is just one example of how Franklin fosters creativity, connection, and innovation. The Factory at Franklin has long been a hub for artists, entrepreneurs, and makers—What’s New at The Factory at Franklin highlights the latest additions to this ever-evolving creative space. Beyond The Factory, Franklin is full of stunning backdrops perfect for capturing the town’s charm—Franklin’s Most Instagrammable Locations offers a guide to the best photo spots around town. And for those looking to make a difference this year, Better Together: Ways to Serve Williamson County in 2025 shares opportunities to give back and get involved in the local community.
Whether you’re drawn to Franklin for its art, history, or sense of community, there’s always something new to discover.
