09/25/2026
The project came with a more interesting creative problem than simply putting attractive food in front of a camera and shooting it. Each target demographic, the family and its members, needed an authentic and believable culinary kitchen scenario that belonged to them.
My background came in extremely handy in the case of this project. It combines food and beverage photography and video production, sociology, consumer behavior, food culture, culinary direction, food styling, and commercial production. On this project, all those disciplines were part of it.
How do you teach composting across one of the most culturally diverse cities in the world? A look behind the LASAN OrganicsLA campaign. How we translated food, culture and everyday kitchen behavior into the creative.