His work is characterized by a penchant for taking instructions literally and employing paraprosdokian humour to create comedic effects.

While many fans seek out Fridman's services for comedic purposes, others approach him with the hope of improving their self-image or addressing insecurities through photo editing.

Instead of fulfilling requests to alter physical attributes, Fridman often leaves the photos untouched and delivers a positive message encouraging self-acceptance and confidence.

[8] In 2017, he gave an interview to The Daily Telegraph where he spoke about his creative process, his views on digital manipulation, and his approach to humour.

He established the James Fridman Foundation[10] in December 2018 with a mission to help and support children and young people affected by social issues.