 In 2001 in response to a national call for citizens to bolster the American economy through shopping, Ulrich began a project to document consumer culture.This project, "Copia", is a series of large scale photographs of shoppers, retail spaces, and displays of goods.Initially focused on big-box retail establishments and shoppers, the series expanded to include thrift stores, back rooms of retail businesses, art fairs and most recently empty retail stores and dead malls.