CHALLENGE
Create a visually compelling cookbook to support the launch of a private chef’s personal brand in Miami. The book needed to communicate the chef’s culinary identity while presenting her recipes in a refined yet approachable way. The goal was to produce a cohesive visual narrative that would elevate the chef’s brand, showcase her style of cooking, and appeal to a sophisticated audience interested in modern, vibrant cuisine.
PROJECT
I was commissioned by a private chef based in Miami to art direct, produce, food style, and photograph her debut cookbook. Working closely with the chef over a three-week period, we collaborated to shape the visual direction of the book and ensure it reflected her personality and culinary philosophy. I developed the creative concept, sourced props, and styled each dish to highlight the freshness and character of the recipes. Over the course of the shoot, I photographed more than 100 recipes, creating a cohesive visual language that supported the storytelling of the cookbook while positioning the chef’s brand in a polished and aspirational way.
