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P.F.Chang Celebrates Food Traditions with 'This is Asia'

Directed by Lucky 21's Jeff Bednarz, the film explores culinary traditions from Japan and South Korea

P.F.Chang Celebrates Food Traditions with 'This is Asia'

P.F. Chang’s takes viewers on an epicurean adventure that delights the senses in a new campaign via The Richards Group. Travelling 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 personalise these iconic dishes. 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. “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.”

“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.”

Along for the journey in ‘This Is Asia,’ are P.F. Chang’s ‘Honoured 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.

Featured Companies: Lucky 21, LLC

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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

The Richards Group

Principal: Stan Richards

Brand Management Principal: Dave Kroencke

Creative Group Head: Chuck Schiller

Broadcast Production: Paul Nelson

Brand Creative: Diego Zelaya

Brand Creative: Kyle Schiller

Brand Management: Laurence Glasscock

Brand Management: Carson Nunnally


Production Company: Lucky 21

Director: Jeff Bednarz

Executive Producer: John Gilliland

Head of Production: Teresa Cameron

DP: Mark Thomas

Still Photography: Ian Kasnoff

Post Produciton

Post Company: Lucky Post

Editor: Sai Selvarajan

Assistant editor: Kat Kerr

Colour: 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

Composier/Sr. Audio Engineer: Colin Sipos

Composers: David Blamires and Matt Harting

Sr. Sound Designer, Audio Engineer: Beto Santoyo

Sound Designer, Audio Engineer: Danny Harris

Category: Restaurants , Retail and Restaurants

Genre: Dialogue , People