Art directing Taco John’s photo and video shoots is all about making the food look delicious while making sure it still feels real, accurate, and true to what guests actually receive in the restaurant. The goal is always to balance appetite appeal with brand consistency, whether we’re capturing a hero taco, a dramatic cheese pull, a crispy bite moment, or a full menu lineup.

A lot of the work happens before anyone steps on set. Shot lists, food builds, angles, props, campaign needs, and channel requirements all have to be thought through so the day runs smoothly, and every asset has a clear purpose. It’s about finding different ways to show the food without losing sight of the product, the brand, or the guest experience.

On set, I work closely with a larger crew that can include photographers, videographers, specialty lighting teams, food stylists, client partners, and creative leads. My role is to help connect all the moving pieces, keeping the food accurate, the visuals craveable, and the brand standards intact while still leaving room for those unexpected moments that make the work better.

The final result is a flexible library of photo and video assets that feels polished, ownable, and built for real campaign use, from social and digital to in-store, broadcast, and beyond.