Mama Teav's
Intro
Mama Teav’s—a Southeast Asian American pantry brand built on all-natural, whole-ingredient condiments rooted in family tradition—updated their product labels and introduced a new product. With that, they needed a comprehensive, evergreen suite of photography and video assets to launch and celebrate their new look and feel. I concepted a look surrounding an intimate dinner party with a visual strategy anchored in Mama Teav’s core identity: bold, extroverted, familial, and unapologetically rooted in Southeast Asian culture. Role: Art Director / Creative Lead Agency: Garnish Studios Photo: Scott Bleicher Retouching: Derek Brooker / Stephen Foster Meyer Video: Luis Romero / JC Calbayan Styling/ Set Build: Echo Yun Chen / Renee Chang Food Stylist: Gabby Phi
Deliverables:
Art Direction
Concept
The creative direction aligns seamlessly with Mama Teav’s brand pillars: bold, extroverted, and familial. By capturing an intimate gathering, the visual strategy shines a light on the loving yet unapologetic personality of Southeast Asian culture.
(Here are some boards from the concepting stage.)
Art Direction
Lifestyle & Video: We moved away from sterile, staged setups to capture the authentic warmth of an intimate dinner party. The creative direction aimed to replicate the lively banter, shared plates, and vibrant energy of a tight-knit kitchen—evoking the spirited upbringing of founders Anthony and Christina. The environment balanced traditional and modern Southeast Asian decor, capturing a fiery, familial warmth unique to immigrant households.
Product & Culinary: The food photography focused on real ingredients and genuine, everyday culinary uses. We showcased the condiments in action—drizzled over stir-frys, integrated into marinades, and used as a vibrant dipping sauce—placing the product naturally within authentic dining moments.
Visual Styling: To match the brand’s extroverted personality, the lighting design utilized a subtle hard flash, creating high-contrast shadows and saturated colors that demand attention.
