Our Story
98 Wedding Co. was born in Brooklyn in 2017 — not from a business plan, but from a love story.
Gui had moved to NYC from Brazil, drawn by a passion for photography and a hunger for the city. Joe had left Colorado behind, carrying years of fashion design experience and a deeply trained eye for beauty. Neither knew the other existed — until they realized they were living a floor apart in the same Greenpoint building — number 98.
What followed was the kind of story they now spend their days documenting. Gui was already deep into photography — fashion primarily, but with roots in wedding work from Brazil and a growing presence in the NYC wedding scene. He'd been looking for a new name for his wedding work, something that felt like its own identity. Something that could grow.
Joe was still in fashion design at the time, but the pull toward photography was already there. He'd studied it in high school, even shot weddings early on while interning with a photographer friend of his brother's. The eye had been trained long before he knew what he'd do with it. One evening, somewhere between dinner and their front door, the name came up. Number 98. It was right there the whole time.
98 Wedding Co. became official in 2017. Two years later, Joe traded the office for the lens — and it felt less like a career change and more like coming home.
What We Do
We're a Brooklyn-based wedding photography and videography team shooting across New York City, the tri-state area, and beyond. Whether you're planning an intimate elopement in the West Village or a full celebration at a landmark NYC venue, we bring the same editorial eye and documentary instinct to every wedding we shoot.
Hi, I'm Gui!
One thing before we get into it — you're probably wondering how to say my name. Well, it rhymes with ghee. Yes, the butter. No, not "guy."
I'm one half of 98, alongside my husband and partner Joe. I grew up in southern Brazil — a childhood spent outdoors, around horses, with my mom's film camera never far from reach. That early obsession with light, movement, and the unposed moment never really left.
Photography brought me to NYC. The city did the rest. What still drives me is everything at once — the art of the single frame, the visual language shared between fashion and photography, and above all, the candid moment when someone forgets the camera exists. That's where the real pictures are.
Off the clock I'm somewhere between a fragrance counter and a new city. I have what some might call an obsessive relationship with fragrance — a collection that has long outgrown any reasonable amount of shelf space. I love architecture, wandering new streets, and flipping through magazines. Paris has seen me eleven times. SoHo, the West Village, and Williamsburg are my office on days off.
Hi, I'm Joe!
I'm the other half of 98 and Gui's husband. My background is in fashion design — years spent studying construction, proportion, and the visual language of clothes. That training shaped the way I see everything, long before I ever picked up a camera.
What drives my eye is the intersection of art, fashion, and culture. The avant-garde. The unexpected detail. The frame that feels like it shouldn't work but does. I bring that sensibility to every wedding I shoot and every film I cut — and I've never been particularly interested in playing it safe visually. Curiosity is probably my most consistent trait. If something interests me, I want to understand it fully — and I usually end up going deeper than I planned.
I'm also the one who makes sure 98 actually runs — the systems, the structure, the details behind the scenes that keep everything moving. Creative chaos has its place, but so does knowing exactly where everything is.
Off the clock I'm drawn to avant-garde fashion, good food, and the kind of music most people need a minute to warm up to. I swim, I take my skincare seriously, and I have strong opinions about how a space should be organized. Paris is a recurring destination — and the list of places to go never seems to get any shorter.
01.
Fact 1
Gui and Joe are Sister Signs, Scorpio and Taurus. So, they are perfectly in synch even when they're not!
02.
Fact 2
Both studied art school on different continents — Joe in Colorado, Gui in Brazil. Their final projects were both about duality. They didn't know each other yet.
03.
Fact 3
Gui has shot for Dior, Vogue, Caudalíe, and worked with talents like Camila Coelho, Bruna Marquezine, and Patricia Arquette.
04.
Fact 4
Joe taught himself 3D modeling and created a render of a Fenty Beauty lipstick just for fun. Fenty saw it, reached out, and reposted it on their Instagram.