John Fedele: The Familiar Face of P.F. Chang’s

P.F. Chang’s Global Brand Team began searching for a photographer to capture and bring to life the moments that occur in their restaurants around the world. St. Louis photographer John Fedele’s work for Monterey, California stood out to them because of his ability to elicit natural moments from talent while highlighting the best parts of the restaurant experience. They quickly reached out with the opportunity to bring John’s unique touch to the P.F. Chang’s brand.

P.F. Chang’s is a large, international brand, so John needed to communicate a universal message that would work well across multiple cultures and platforms. The goal was to showcase the experience of dining at a P.F. Chang’s restaurant, and capture the idea that “no matter what country you visit, you can expect delicious food in a lively and casual atmosphere.” The challenge was to encompass that idea throughout a variety of scenarios that were applicable to a diverse group of people.

As you can imagine, production for a campaign as large as this required quite a bit of planning. Most of the pre-production time went into the casting process, with John and his producer casting models with a multiethnic look that was relatable to a wide range of cultures. The shoot ended up at the flagship P.F. Chang’s location in Irvine, California, where there was a large talent pool to draw from with Los Angeles so close by. Additionally, John and the team worked hard to develop the entire workflow and schedule from scene to scene to ensure maximum efficiency throughout the day. Solid planning and detailed lighting diagrams made sure their team didn’t waste any time.

I must say that I love these fast-paced shoots because it creates an energy on set that is contagious – so wrapping and knowing we nailed everything (and then some) is a great feeling of accomplishment.

Even with extensive planning, a shoot rarely happens without challenges. The biggest one for John’s project (besides resisting the lettuce wraps he was shooting,) was the size of the shot list. The day was over 12 hours long and incredibly active for all involved. There were 6 key models with 2 children and a gaggle of extras to fill out the restaurant space. John strived to keep his energy upbeat and positive on his set. His relentless optimism paid off with fantastic photos.

I was lucky to hire tireless crew and cast who worked their tails off crushing it all day long.

P.F. Chang’s loved the photos and John hopes to work with them again in the future. The behind-the-scenes video he shot has picked up traction on his social media channels and he is incredibly proud of the final product.

Behind the Scenes: P.F. Chang’s Global Lifestyle Photoshoot by John Fedele

See more of John at fedelestudio.com.

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