The second Joe Beef cookbook has been published, and it was an incredible experience. Over the space of a year, I gave the book about 30 shooting and travel days. Plus maybe another 15 days doing edits, organizing, prepping and sending files. That is a lot of days on one cookbook shoot Most cookbook shoots I get are budget around 7 days for photography.
On most of our shoot days we started in the morning, shot through the entire day, into the evening, and ended well into dinner service. The goal was to capture everything – but of course, when working with people who create new ideas as quickly as you can document current ideas, it’s a constant game of catch-up. When I work with Fred, Dave, Meredith, Marco, and the rest of the Joe Beef family, my mantra is: ‘Keep up, and don’t f*** it up’. Below is a short preview video I made to splash the book on social media. And, a sample of my favorite photos from the book.
