Restaurant advertising is often created with the intent to create appetite appeal. To achieve this, the quality of photography and videography is critical. This new ad campaign from P.F. Chang’s, care of The Richard Group, uses powerful visual storytelling to take viewers on an epicurean adventure that is meant to entice the senses while revealing the soul and the roots of the food.
Directed by Lucky 21’s Jeff Bednarz and edited by Lucky Post’s Sai Selvarajan, each piece is an artful travelogue with many delicious plates of food. Let’s indulge…
Ramen is immensely popular the dish is at local restaurants in many American cities who focus on nothing but ramen. In Portland, I prefer Boke Bowl. In Austin, I like Kemuri Tatsu-Ya and Ramen Tatsu-Ya. P.F. Chang’s is going where the market is and where the flavor is—a sensible move.
Regarding the commercials, I love how the choice to celebrate authentic Japanese culture is artfully expressed here.
“Jeff and his ridiculously talented team captured the sights, sounds, smells and captivating cultures of Japan in such an insightful, intimate way,” says Chuck Schiller of The Richards Group. “I’ve never seen a team work harder or more passionately to tell a story. Sai and the Lucky Post team actually performed magic in the edit suite. I could not believe how they told the story. Watching the first cuts was one of the most rewarding experiences of my career.”
When You Have A Strong Story To Tell, 30 Seconds Won’t Do
This long-form content for P.F. Chang’s is the raw material that the 30-second commercials are made from. I like this story and the production framework. Hire a great director and editor to make a short film. Then pull from the short much shorter shorts, a.k.a. made-for-TV commercials.
About P.F. Chang’s
The first P.F. Chang’s opened in Scottsdale, Arizona in 1993. The iconic horse statues found at the entrance of every P.F. Chang’s were first introduced at the chain’s third restaurant, located in La Jolla, California. The horses stand guard as a symbol of strength.
CREDITS:
P.F. Chang’s
Chief Operating Officer: John Antioco
Senior Vice President, Marketing and Brand Development: Tana Davila
Director of Brand Marketing: Heidi Bergeron
Vice President, Creative and Design: Jereme Clymer
Culinary Innovation: Michael Dei Maggi
Brand Consultant: Jim Notarnicola
The Richards Group
Principal: Stan Richards
Brand Management Principal: Dave Kroencke
Chuck Schiller, Creative Group Head
Paul Nelson, Broadcast Production
Diego Zelaya, Brand Creative
Kyle Schiller, Brand Creative
Laurence Glasscock, Brand Management
Carson Nunnally, Brand Management
Production Company: Lucky 21
Director: Jeff Bednarz
Executive Producer: John Gilliland
Head of Production: Teresa Cameron
DP: Mark Thomas
Still Photography: Ian Kasnoff
Post Company: Lucky Post
Editor: Sai Selvarajan
Assistant editor: Kat Kerr
Color: Neil Anderson
Sound Design/Mix: Scottie Richardson
Flame: Tim Nagle
Producer: Anne Strock
EP: Jessica Berry
Graphics: Seth Olson
Music: Earhole Studios
Managing Director: Tom Wiebe – Managing Director
EP: Adam Wiebe
Creative Director: Eric Lambert
Composer/Sr. Audio Engineer: Colin Sipos
Composers: David Blamires and Matt Harting
Sr. Sound Designer, Audio Engineer: Beto Santoyo
Sound Designer, Audio Engineer: Danny Harris
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