Lucky Post’s Selvarajan cuts into P.F. Chang’s visual feast

P.F. Chang’s takes viewers on an epicurean adventure that delights the senses in a new campaign via The Richards Group.

Traveling to Japan and South Korea, two films and a series of commercials explore the culinary traditions of Ramen and Bulgogi – along with the signature touches chefs add to personalize these iconic dishes.

Along for the journey in “This Is Asia,” are P.F. Chang’s “Honored Guests,” who relish the experiences, taking in sights, sounds, and the spirit of community at each table and in each location. Ultimately, they guide us back home bringing this bounty of inspiration to dishes at P.F. Chang’s.

Directed by Lucky 21’s Jeff Bednarz and edited by Lucky Post’s Sai Selvarajan, each piece is an artful blend where travelogue and tradition meet investigation and inventiveness over delicious plates of food.

“Jeff and his ridiculously talented team captured the sights, sounds, smells and captivating cultures of Japan and Korea in such an insightful, intimate way,” explains The Richards Group Creative Group Head Chuck Schiller.

He adds, “I’ve never seen a team work harder or more passionately to tell a story. Sai and the Lucky Post team actually performed magic in the edit suite. I could not believe how they told the story. Watching the first cuts was one of the most rewarding experiences of my career. P.F. Chang’s has an incredible story to tell. Luckily, we had the best storytellers on the planet to tell it.”

Watch the spots below:

PF Chang’s “Bulgogi Longform” from Lucky Post on Vimeo.

PF Chang’s “Ramen Longform” from Lucky Post on Vimeo.

PF Chang’s “Bulgogi” from Lucky Post on Vimeo.

PF Chang’s “Birthplace” from Lucky Post on Vimeo.

PF Chang’s “Culture” from Lucky Post on Vimeo.

ALSO READ: Slide into luxury & amazing eats at 3rd Base LA

“In editing the films, I felt like I was taking ingredients and making a visual feast. We wanted viewers to feel immersed in the experience and embrace the idea that food can take you places, literally, emotionally, culturally,” says editor Sai Selvarajan. “Both the agency team and director Jeff Bednarz infused the project with incredible passion, an emphasis on quality, and a respect for process, both on screen and behind the scenes.”

The campaign can be summed up in one word – sumptuous.


CLIENT: P.F. Chang’s
Chief Operating Officer: John Antioco
Senior Vice President, Marketing and Brand Development: Tana Davila
Director of Brand Marketing: Heidi Bergeron
Vice President, Creative and Design: Jereme Clymer
Culinary Innovation: Michael Dei Maggi
Brand Consultant: Jim Notarnicola

AGENCY: The Richards Group
Principal: Stan Richards
Brand Management Principal: Dave Kroencke
Chuck Schiller, Creative Group Head
Paul Nelson, Broadcast Production
Diego Zelaya, Brand Creative
Kyle Schiller, Brand Creative
Laurence Glasscock, Brand Management
Carson Nunnally, Brand Management

Director: Jeff Bednarz
Executive Producer: John Gilliland
Head of Production: Teresa Cameron
DP: Mark Thomas
Still Photography: Ian Kasnoff

POST: Lucky Post
Editor: Sai Selvarajan
Assistant editor: Kat Kerr
Color: Neil Anderson
Sound Design/Mix: Scottie Richardson
Flame: Tim Nagle
Producer: Anne Strock
EP: Jessica Berry
Graphics: Seth Olson

MUSIC: Earhole Studios
Managing Director: Tom Wiebe – Managing Director
EP: Adam Wiebe
Creative Director: Eric Lambert
Composer/Sr. Audio Engineer: Colin Sipos
Composers: David Blamires and Matt Harting
Sr. Sound Designer, Audio Engineer: Beto Santoyo
Sound Designer, Audio Engineer: Danny Harris

SOURCE: Lucky Post