Edward Pond is a very tall food photographer who was looking for a promotional piece that would attract the attention of the city’s best creative professionals.
The traditional route of sending a glossy postcard to every art director in Canada was not his style. Instead Edward Pond’s Creative Chef was born: a kitchen showdown for the most culinarily inclined Creative Directors in the country. With a room full of the very people he wanted to showcase his work to, Edward gained access to the creative community in a completely new way, and it worked.
Shout out to Kammy Ahuja, Dave Watson, and Jacob Greer for this one.