Work About Email
Company
Chef Works
Role
Video Production Lead
Category
Global Culinary Apparel
Years
2021-2023

Chef Works makes the coats and aprons you see in every serious kitchen. They hired me to run all their video and photography. Two years of shooting in working restaurants, grease on my lens, line cooks plating three feet away. I produced over 20 campaigns, covered Food & Wine events in San Diego and New York, and built out the video side of their Amazon ads. That Amazon account was spending $70k a month. Every frame I shot had to sell.

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The Work
You can't ask a chef to hold a plate while the ticket printer is screaming. You work around them. I learned to get cinematic shots in kitchens that were 110 degrees and fully operational. Dinner service didn't stop for me. I also shot all the product launch videos, rebuilt the catalog imagery, and sat with the paid media team to make sure the content actually converted. Beautiful footage that doesn't convert is just overhead.
Approach
Kitchen Shoots
20+ campaigns shot in real restaurants with real chefs. Not a studio. Not controlled lighting. A working kitchen during service. I figured out how to make it look beautiful anyway.
Events
Food & Wine festivals in San Diego and New York. Thousands of people, tight schedules, one shot to get it right. I gave Chef Works content that made them look like the biggest name in the tent.
Ads That Sell
Product launches, catalog pages, Amazon video ads. $70k a month in ad spend meant every piece of content had a number attached to it. I saw what worked and made more of it.
20+
Campaigns shot in working kitchens with real chefs. Not models. Not actors. People who cook for a living.
$70k/mo
Monthly Amazon ad spend backed by content I shot and edited. The numbers had to justify the budget. They did.
Everything
Ads, product pages, website, trade show displays, the catalog. If it had a picture or a video, it came through me.
Next Project
Coastal Payroll