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 customer touchpoints, from social media and new-store launches to in-store displays, Amazon listings, signage, and internal communications.
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 same content could rarely be produced once and simply reused everywhere. Social posts, in-store screens, e-commerce listings, print materials, and launch content each had different aspect ratios, pacing, messaging, and delivery requirements.
Production also happened inside active restaurants, kitchens, and store-opening environments. Shoots had to work around limited space, staff schedules, food preparation, changing conditions, and fast feedback without disrupting day-to-day operations.
The challenge was therefore less about producing a single polished campaign and more about building a repeatable way to move from an evolving request to usable assets quickly – while keeping the work visually consistent across channels.
Selected Work
Brand & Product Content
Product imagery and promotional assets designed to work across e-commerce, retail, and campaign use – with framing, lighting, and deliverables planned around each final placement.
Process Storytelling
Short-form photo and video stories built around real kitchen processes, turning preparation, texture, and movement into content that feels both informative and visually engaging.
Retail & In-store
Content designed around the physical customer experience, from looping screen visuals and signage to kiosk and retail assets, with each piece adapted for viewing distance, duration, and format.
Launch & Social Content
Fast-turnaround photo, video, and promotional content for store openings and campaigns, produced around live events and quickly adapted for social and other time-sensitive placements.