Capturing Flavor with Precision
for Pei Wei Asian Kitchen
A Case Study Highlighting Culinary Excellence Through Food Cinematography as a Los Angeles Director of Photography
When Pei Wei Asian Kitchen wanted to create a series of mouth-watering commercials that truly captured the essence of their vibrant dishes, they turned to the expertise of Drew Lauer, a seasoned food cinematographer and director of photography in Los Angeles. The challenge? Making each dish leap off the screen with flavor and authenticity, while executing complex motion control shots to enhance the visual storytelling.
Under Drew Lauer’s direction, the campaign was meticulously planned to ensure each dish was presented as a star. Drew, as both Director/DP and Editor, oversaw the visual direction, ensuring that every shot was not only visually stunning but also tantalizing to the viewer. Working alongside Executive Producer Melissa Larsen and Producers Mike Zielinski and Timothy Hogan, Drew aimed to bring the textures, colors, and aromas of Pei Wei’s cuisine to life on screen.
creating mouth-watering moments for every dish on Pei Wei’s menu.
Motion Control Precision
To achieve dynamic and visually engaging shots, Drew leveraged motion control filmmaking techniques. The Robot Engineer Carlito Peinado and Robot Assistant Steve Nazari played crucial roles in operating the motion control rig, ensuring every movement was precise. Whether it was capturing the perfect sauce pour or the meticulous arrangement of ingredients, Drew’s expertise as a Los Angeles DP allowed him to harness the full potential of motion control to create compelling and intricate shots.
The Team Behind the Magic:
Supported by an exceptional crew, including 1st AC Scott Garrison, Gaffer Ben Goldberg, Key Grip Isaias Rojano, and Swing Sean Okawa, Drew was able to execute his vision flawlessly. The culinary artistry was handled by Head Chef Alfredo Pinon and Food Stylist Sienna DeGovia, who, alongside Food Assistants Kristin Dweber and Alexia Rasmussen, ensured that every dish was camera-ready. Additionally, SFX Artist Jonathon Long and Prop Master Anna Kasper added subtle yet impactful elements that enhanced the storytelling.
Post-Production Excellence:
After capturing the stunning visuals at Optimist Studios, Los Angeles, Drew transitioned into the role of Editor, where he meticulously pieced together the footage. VFX Artist Sean Austin then added the final touches, seamlessly blending special effects with live-action footage to create a polished final product.
The Results
The resulting commercials were a testament to Drew Lauer’s skills as a food cinematographer and tabletop director of photography. Each spot not only highlighted the delectable offerings of Pei Wei Asian Kitchen but also demonstrated the power of motion control in creating visually arresting content. The precision, creativity, and innovation displayed in this project reinforced Drew’s reputation as a leading director of photography in Los Angeles, particularly in the realm of food cinematography.
Through this case study, it’s clear that Drew Lauer’s approach to food cinematography—coupled with the technical advantages of motion control filmmaking—provides an unmatched level of visual storytelling. Whether working on tabletop shoots or complex commercials, Drew’s ability to deliver exceptional, mouth-watering content sets him apart as a top Los Angeles DP.
