CASE STUDY: Simply Pho

Client: Race Point Publishing

Creative direction: Shooting images for the cookbook, “Simply Pho: A Complete Course in Preparing Authentic Vietnamese Meals at Home” offered me a deep dive into the flavors, ingredients and traditions of a cuisine that I love, but not know much about. Author Helen Le is known for her YouTube channel with how-to videos that teach home cooks how to make pho, bánh mì and other specialties. Helen provided guidance from her home in Vietnam, and our team food stylist Julia Choi and assistant stylist Erika Joyce, made sure the props and serving ideas were authentic. I loved virtually exploring the country and its food culture on this project. 

Crew: art director, editor, food stylist, assistant food stylist, photo assistant