Xi'an Famous Foods
Photography, video, and content production for social, retail, e-commerce, and in-store channels.
2026 · New York
Building a Flexible In-House Content Workflow
Role
Content Producer & Marketing Coordinator
Scope
Content Production · Photography · Video · Design · Post-production
Channels
Social · Retail · E-commerce · Store Launches · Internal
Context
Xi’an Famous Foods needed a steady stream of visual content across an expanding mix of physical and digital touchpoints.
I joined as a hands-on content producer, working across planning, shooting, editing, design, and delivery while helping bring more consistency to the way content moved from request to finished asset.
The Challenge
The main challenge was the range of production conditions. A staged product shoot, a step-by-step kitchen video, and live store-opening coverage each required a different pace, setup, and level of control. The final assets also had to work within fixed retail and digital placements.
The workflow therefore needed to remain flexible across both controlled and live production while maintaining a consistent visual language for the brand.
Building the Workflow
I planned each shoot as a connected set of outputs rather than treating every deliverable as a separate production.
Before production, I mapped the required deliverables and where each one would appear. Aspect ratio, duration, and framing requirements shaped the shot list and coverage from the start.
Within the same shoot, I captured hero frames, detail shots, process sequences, and motion coverage in both horizontal and vertical compositions. This created enough material to support several related assets.
The source material was then adapted for its final placement. I adjusted cropping, pacing, copy placement, and language for each use, then organized the finished assets by channel and format.
Selected Work
Brand & Product Content
Product photography and promotional assets for e-commerce, retail, and marketing materials – from straightforward product images to compositions that left room for copy, pricing, and different layouts.
Process Storytelling
Photo and video content showing how dishes and ingredients are made, with a focus on the hands, textures, and movement behind each process.
Retail & In-store
In-store visuals for menu screens, signage, kiosks, and retail displays, with layouts adjusted for different screen sizes and viewing distances.
Launch & Social Content
Photo and video coverage for store openings, promotions, and other live events, with content edited and delivered quickly for social media.
