Derek Shapton Envisions “Possibility” for United Way

by Alex Beetham on December 19, 2014

What you are about to witness, was created with only still images from Derek Shapton, and “a little bit” of post production magic from one talented individual.  Observe:

I’ll answer your question before you ask.  That gorgeous technique you just witnessed is named the “Parallax Technique.”  From Mr. Shapton:

“In essence, and without giving too much away, the Parallax method is a way of using various digital transforms, effects, and animations to breathe light, life, and a sense of depth into a series of still photographs.”

For more insight into the day, and to learn more about the Parallax technique, Derek has assembled some words up on his blog.  Here’s who had a hand in creating this piece:

Client:  United Way
Agency:  TAXI
C0-Director / DOP:  Derek Shapton
Co-Director / Post Production: Joe Fellows / Make Productions
Producer:  Phaedra Kennedy
Creative Director: Steve Mykolyn
Copywriter: Jake Bogoch
Art Director:  Yuko Brown
Broadcast Producer: Nicole Poon
Print Production Director: Sharon Govang
Stylist:  Cheryl Thompson
Assistants:  Jon Brown, Gabe Nivera, Peter Olson
Production Company: Westside Studio

A few looks into the shoot days snapped by producer Phaedra:

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Gabe with flawless typing form on the left, and the ol’ location laptop huddle on the right.

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Derek capturing hoop angle variations.

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Shoot essentials: Good coffee, Sugar. Shoot Bonuses: Working lunch patio pints & beers.

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Derek caught this moment between shots. A trio of assistants, and one post production magician.

And while we’re on the topic of Derek Shapton, are you acquainted with his alter-ego Thunder_Pino?  I’d suggest you give him a follow.  Here are a few of his observations from the scout & shoot days:

Thunder_Pino_Assembled“Possibility” Video © Derek Shapton
BTS Images © Phaedra Kennedy & Derek Shapton
Thunder_Pino © Derek Shapton

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    The Hood | Propeller Coffee Co.

    by Alex Beetham on December 18, 2014

    Who:  Propeller Coffee Co.
    What:  Award Winning Roaster / Cafe / Event Space / Delicious, passionately crafted & curated coffee.
    When:  October 19th, 2013 – the end of time (as we know it)
    Where:  50 Wade Ave. Toronto, ON (Distance from Westside: 509m – door to door, as the crow flies)
    Why:  Because coffee is the life blood of all photo studios.
    How:  Good people + Passion + Hard work + Endless supply of coffee = Success

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    Last week I sat down with co-owner Losel, to discuss the finer points of roasting coffee in Toronto.

    A:  Well for starters, Well let’s get right to it! How long have you guys been open here?

    L:  We have just had our first birthday! Our first roast was October 19th, 2013, and the cafe has been open since the end of July, 2014.

    A:  Propeller Coffee. Great name! Any aviation history attached to the business?

    L:  Kind of! The key behind Propeller coffee is energy. The Oxford English Dictionary definition, is to propel, and move forward. We love the idea that our coffee is helping our customers move forward, and give them that moment of clarity, of energy, or of respite from a busy day.  Because of course, everyone loves their coffee moment! We love the idea of aviation and exploration, and in the long term we’d like to talk about propellers of ships.  It’s one thing to go explore new lands, new coffees, new origins, but most of the journey of coffee is done by ship.

    Bean EditA:  Why Coffee?  What about it gets you out of bed every morning?

    L:  There’s the romance and history of coffee, without a doubt. It’s so international… the idea that any given morning having a coffee from Guatemala, or Ethiopia, ya know?  These exotic far off places, that we culturally still think of as far off distant lands… even though we all travel a lot more then we did, they still evoke that feeling.  The other aspect is from a pallet or culinary perspective. Coffee has twice the taste points of  wine, and is a incredibly complex drink.  What differentiates us from some roasters, is that we follow the third wave principles.  We don’t roast as darkly as some others, which allows us to really show off those flavour points. Weather it’s citrus points from an african bean, or the richer, traditional chocolates and nutty tastes from coffees in latin America. … By roasting a little lighter, you can really expose those flavours in a fun way. We love to work with our customers, to show them how diverse and beautiful a drink coffee is… Getting those “Aha” moments is really motivating for us.

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    A:  So why THE HOOD?

    L:  Great question. This hood… is all the things we were looking for. And we looked for almost a year and a half! It’s in the city, it’s close to our customers, it’s accessible to our customers. In the city, searched for a year and a half. If we had been in the 905 or 705, or even in the city with a space that wasn’t like this, it would have been really difficult to execute on any key elements of our vision. We wanted a space that took our customers through our journey, to properly show off our coffee, our whole process, the care that goes into …and to be interactive with our customers. …It’s in the heart of a completely thriving creative neighbourhood. There are all these great elements, plus being right around the corner from the subway… The initial gut feeling that this neighbourhood had stuff going on, has been reaffirmed in really fun, surprising ways day after day.

    A:  Thrilled to see you guys getting involved in the area so quickly after setting up shop, and curating some great community events.  Food Truck Fridays were a hit!  Any insight into what’s coming down the pipe in this regard?  

    Espresso Edit

    L:  Oh totally, totally. One thing we did notice that this neighbourhood was missing, and we’re excited to offer, is the whole concept of that third place.  It’s not work or home, but it’s a place you can make your living room, host a birthday party, or event space that you can make your own. We’re really beginning to find fun ways to do this with dinners, event collaborations, etc.  We have some really neat collaborations coming up. A 4 part dinner series, with 40 of Canada’s leading chefs. So anywhere between 8 & 12 of Canada’s top-top-top chefs on any given night, over 4 nights.  We’re calling it “The Chefs for Change Midwinter Feast.”  That ancient concept of the midwinter feast, embedded in ancient Viking culture, embedded in Pagan culture… even in Japan they have the concept of the midwinter feast on the longest, darkest night of the year.  And then we have a Sake festival coming up, new collaborations, some art exhibitions, documentary film screenings, etc.

    A:  Exciting!  Well not to get too serious, but we need an experts opinion:  Tim Hortons coffee…  Yay / Nay?

    L: Hahaha well it’s a part of Canadiana right?! It’s hard to say anything bad about Tim Hortons… It’s that comfort drink on a long road trip.  Haha if given the choice I’ll default to a local indie shop, hopefully having some great sourcing policies.  But if you’re on the road and a long way from your destination…Haha

    A:  Haha I hear ya!  Favourite caffeinated beverage?

    L:  Hmm… If I’m having a clover or a pour over, I will have an Ethiopian or a Kenyan. They are such a rich complex drink… almost like having a wine, or complex tea.  If I’m having cappuccino, which is my go-to milk drink, I love our “Ace” espresso that really cuts well, and really like our Nicaraguan as a drip. We just did a tasting up at the Artisan Tasting fair at Wychwood Barnes and it was a huge crowd pleaser.

    Bad-EditA:  Have any coffee tips or myths, you’d care to share or bust?

    L: Absolutely.  I have both!  Tips:

    1) Grind Size Matters:  If you are to invest in any one thing for your home coffee kit, get a good grinder.  Because freshness, just the quality of flavour and mouth feel is totally dependant on that grind.  We fine tune our grinds weekly to adjust for that weeks roast.
    2) Try your coffee without milk/cream/sugar, if you traditionally do that.  Especially if you have a good coffee, and see those flavours.  Which leads me to the next point:
    3) Let the coffee cool down a bit.  In the same way you let a bottle of wine breathe, you can watch the same complexity unfold in a good cup of coffee. It’s really neat to see!

    Myths:

    1) Dark and oily:  Isn’t a sign of good coffee, it’s a sign that it’s been over roasted. Those oils that have been forced out of the coffee, actually taste much better while kept in the bean, and then into your cup.
    2) Espresso doesn’t have the most caffeine.  Typically, a french press extracts the most caffeine, as the coffee sits in the water the longest, and is most exposed.
    3) Latin America has a lock on great coffee. Latin American produces great coffee, but Africa and South East Asia also have some absolutely incredible coffees.  Coffee began in Africa, so it’s very much the France/Italy of wine.

    Counter - EditA:  What playlists stimulate ideal roasting conditions?

    L:  Haha oh very eclectic playlists here… we had a particularly good batch the other week that funny enough, came right on the heels of the John Fogerty concert.  He played on Thursday, a bunch of the team went, and the next Monday/Tuesday Fogerty was CRANKED in the roasting room, all through the roasting and bagging cycle.  And that coffee was extra good that week!

    A:  What’s the most inspired thing you’ve seen/heard/experienced as of late?

    L: Great question… OH! I was in Boston over the weekend, and there is this young Tibetan guy, who grew up in Switzerland, who was there rapping actually.  I had heard of Shabaley, abd he basically sings about identity, and as an exile community, identity is pretty important.  He takes a positive spin on what is really, a pretty depressing issue right now with the state of affairs in Tibet…  He does something which is really beautiful, really inspired…  He sings about his experiences in a really hopeful way, and through his music challenges other young people.  I was watching him this morning actually with my 6 year old, teaching to stay true to your roots, to your culture.  It teaches the value of art, the value of music in, really any struggle.  And he promotes truth… It was inspiring to see this guy take a completely alien art form to the Tibetan culture, and then just make it his own.  And he is every bit as good as aaany…so my sister used to work for MCA/Adam Yauch/Beastie Boys, so we hung out with them a lot.  And he is any bit professional as any of those guys.  A big part of his message is the conservation of both written and spoken language, so he raps mostly in Tibeten, but also English and Swiss German. Certainly inspiring.

    A:  Wow…Curious!  I’ll certainly give him a listen.  Well thanks so much for taking the time to sit down with me, and on behalf of everyone at Westside, we’re thrilled to have you guys in our mugs every morning! (?)

    Editors Note:  If custom industrial machinery is up your alley, (it kinda makes me warm and fuzzy,) definitely go in and ask about their roaster.  Gorgeous craftsmanship.

    Words, Images & Phrasing © Alex Beetham

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      Introducing: The Hood.

      by Alex Beetham on December 17, 2014

      18 years ago, Westside Studio was in need of some additional real estate.   The studio’s first headquarters on Jefferson Ave. in Liberty Village just wasn’t cutting it any longer, and an extensive search resulted in 70 Ward becoming home.

      OW-Sandi_Sweeping

      Co-Founder Sandi Wall sweeping the bare bones of 70 Ward, just after receiving the keys.

      This hood has seen some significant growth over the past 2 decades, and as one of Toronto’s last pockets of “affordable housing” (a discussion for another day,) it’s only picking up pace.  Metrolinx construction, upcoming business ventures, gorgeous real estate repurposing the neighbourhoods existing aesthetic, tasty eats, and everything in between.

      “The Hood” is a new blog feature highlighting the people, places, and things we here at Westside love about our neighbourhood.

      Keep your eyes peeled tomorrow for the first issue, featuring our new friends at Propeller Coffee Co.

      Bad-Edit70 Ward image © Westside Studio
      Propeller Image © Alex Beetham

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        Toyota’s 2015 Camry got #Hoedlized.

        by Alex Beetham on December 12, 2014

        #Hoedlized
        [hoe-dull-eyes-duh]
        Verb
        1.   To experience a Frank Hoedl set, generally containing a minimum crew of 20, at least 2 cube trucks crammed with gear, bi-tubes rigged higher than any one light stand can handle, and quality espresso. Example: “Oh man,  today I had to figure out how to rig a window light 3 stories up during a mild hurricane… totally got Hoedlized!”

        The experience of a Frank Hoedl shoot has become that of legend in Toronto photo circles.  He and his team work long, hard days (and nights) to bring his images to life.  But after one look at the final product, it’s immediately worth the effort.  This gorgeous campaign for example, just went live for the 2015 Toyota Camry:

        2964 TCi-14-143C 10x11.5.pd2964 TCi-14-142A 10x11.43.pd2964 TCi-14-141A 10x11.43.pd

        Allow me to introduce one of Westside’s long time producers John Stevancec, to break down Frank’s latest campaign with Toyota!

        Once again, Fridays seem to be the day clients call us to make campaigns come to life for them with very tight deadlines.  They obviously know we are always up for that challenge here at Westside!  Joel Arbez from Saatchi & Saatchi had three very impressive layouts for Frank Hoedl to work on for the new 2015 Toyota Camry.  The only issue was they needed to be produced and Shot in 1 week… No problem! We basically scouted over the weekend, Monday was a tech scout with Frank Hoedl, Joel Arbez, Brian Joe (our location scout), and myself.  We looked at various locations that day, made some executive decisions, then sent the client some  recommendations later that evening.  Tuesday we waited for client approvals, but had to start the permit process anyways that morning because it would never have gotten done in time otherwise!  We were really happy our client was onboard with the recommends, as they finally approved the locations on Thursday morning! Good thing we took the initiative to start the process right away!

        Our first Day was shot in Northern Ontario on some amazing roads, that was fun, but near the end of the shoot Coyotes were getting closer and closer to us, a little too eerie in a dark forest in the middle of nowhere and I’m not kidding!

        Comp #1 copy

        Left to Right: The cube truck convoy taking over a Northern Ontario highway, crew watching fog applications, & assistant Gabe Nivera keeping cameras dry.

        Day 2 was going to be, quite literally, a day at the beach, but Joel wanted it to look like snow had just started falling and our talent was running towards the lake for a quick dip! No problem, once again! We had dressed the set with fake snow, had snow cannons for falling snow, and our talent was actually quite warm in their swim suits that day. It was about 15 degrees celsius which was quite the surprise for all of us at the end of October! We got lucky with weather once again! (editors note: *Knock wood*.)

        Comp #2

        Assistant John Wayne Brown keeping tabs on a bi-tube (on a grip arm, in c-stand, in a sky-high), a look back into the set, and an additional angle of the talent on the move.

        Day 3 was shot in Kensington Market, as you know it’s a very busy location with so much happening there at any given time, but throwing in a large production stills shoot, hero car on the road, 20 talent, set dressing, lighting, generators, Police officers, Wardrobe stylists, Prop Stylists, 6 Photo Assistants, and interesting shop owners, the day went very smoothly, and that’s why they hired us in the first place!

        Comp #3

        Frank looking thrilled that his picture is being taken, and a look at setting up shop in the middle of Kensington Market.

        Frank did his magic once again as you can see, the final ads are quite beautiful!  A big special thanks to our crew who worked endless hours, it was fun!

        Lets do it again!

        – John Stevancec, Producer

        Client: Toyota
        Agency:  Saatchi & Saatchi
        Photographer:  Frank Hoedl
        Producer:  John Stevancec
        Executive Creative Director:  Brian Sheppard
        Group Creative Director:  Joel Arbez
        Senior Account Executive:  Kat Ledgett
        Assistants:  Bryan Ulrich, Abe Roberto, Jon Wayne Brown, Gabe Nivera, Peter Olson, Logan Allmendinger
        Casting:  Milo Casting

        Photographer Frank Hoedl shares a great tip for location scouting (ask the locals!), and other insights into this campaign:

        The very tight timeline turned out to be a great motivator and led to my discovery of the best road I think I’ve ever driven in Ontario.  Hwy 13, Southwood Rd, between Hwy 11 and 169 near Bala.  While on my way to another potential location, I stopped at a Motorcycle shop and asked the local mechanic which were the best roads for riding.  He was right about the road.  The beach execution allowed me to discover the beaches on Lake Eerie and drive my 4×4 on the sand.  I had the best espresso in Toronto, in recent memory, in Kensington Market at Casa Acoreana Cafe, the corner of Baldwin & Augusta.  All my locations from now on will hopefully be within 100 ft of a coffee shop.

        Sure the timelines were crazy and yes, we got a car stuck on a beach briefly.  Yes, the locations were approved before we got their permission but we got it done!  As usual, the team at Westside led by John the producer, performed above and beyond the call of duty.  The Toyota job was fun because of the people involved, and the team at Saatchi were great to work with.   – Frank

        All Images © Frank Hoedl
        BTS Images © John Stevancec, Abe Roberto

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          Nikki Plays Make Believe

          by Alex Beetham on December 10, 2014

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          I’ve been wanting to do a shoot with Lola for over a year now. I felt like if we didn’t do it soon – she wouldn’t be a kid anymore.. This little lady was such a great model it blew us all away. She kept us entertained with her vibrant personality and with her live performance of The Llama Song. I really felt like I was a child again. It was such a fun day. I have a fascination with film (some films…) I really wanted this to feel like a total throw back to my childhood hanging out in my grandparents basement. Playing make believe. Dressing up. day dreaming. I borrowed colours from my memories and built a set accordingly. It has a very “Virgin suicides” feel to it… Its cool how ideas just grow and end up in spots you didn’t necessarily intend. I love when creative plans unfold organically and you’re left with something beautiful.

          - N

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          Credits:
          Model is Lola,
          Her mum is Sacha.
          Wardrobe: Pascal Alhani
          Makeup: Angie DeBatista
          Set Design: Nikki Ormerod & Alex Beetham
          Assistants: Gabe Nivera & Jamie Rosenthal

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          03_Lola__0337All Images © Nikki Ormerod

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            Vicky sizes up Bayer

            by Alex Beetham on December 3, 2014

            Vicky Lam dusted off her writing chops to give you a first hand look into one of her recent assignments. Take it away Vicky!

            I feel like I’ve had my fair share of shooting miniature scenes over the years so I was delighted when the team at MacLaren McCann approached me to work on a unique project for Bayer Crop Sciences.  Miniatures are always fun to shoot, exploring the different ways of bringing life to tiny characters.  However it’s also because of the miniature size that makes it challenging too.  The slightest movements make the biggest differences.  Thankfully, I had help from prop builder extraordinaire, Jamie Oxenham to create our tiny construction team and stylist, Christina Yan, to build our landscape of bread.

            Here are a few shots from our shoot and how it all came together.

            To give a sense of scale, each figure is about 2-3 cm tall and was custom made based off of moulds and altered for body positioning. Each piece was then carefully hand painted!

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            Our construction site consisted of breads from all over the world.  It was carb overload at the end of the shoot day.

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            Our little figures hard at work:

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            Stylist Christina Yan, and assistant Christa Guia carefully start slicing down the the baguette tower for the construction workers:

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            And here is the final ad:

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            Concepts like this are always fun to shoot, and it is what keeps me excited about studio photography.  This shoot was even more of a surprise when I realized that the ad would appear in National Geographic magazine!  As a studio, still life photographer, I never imagined any of my work would ever appear in National Geographic magazine.  I’ve always thought of National Geographic to be a staple of top notch photojournalism and the best of the best of wildlife photography.  Ok, so maybe I didn’t shoot a story for National Geographic, but I’d be lying if I said I didn’t feel just a little giddy at the idea of even appearing in a global publication.  And it was all thanks to Bayer and MacLaren McCann for giving me the opportunity to do so. – Vicky

            Client: Bayer Crop Science
            Agency: MacLaren McCann
            AD: Steven Davenport
            Prop builder: Jamie Oxenham
            Prop stylist: Christina Yan
            Photography producer: Phaedra Kennedy
            Assistants: Rebecca Leach and Christa Guia
            Retouching: Robyn Nowoczin
            All Images & BTS © Vicky Lam

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              Dave + Yoga Pants + ??? = Profit

              by Alex Beetham on December 2, 2014

              We’re thrilled here at Westside to have Dave Delnea join us full time in Toronto. A few differences from Vancouver: Less mountains, more snow, and a far superior hockey team.  But that goes without saying…

              Dave recently reunited with a familiar client, and created some new lifestyle work for Lululemon.

              Delnea_LULU_141029-0049

              Wet, cold and muddy… perfect for a day on location.

              We were back at it with the crew from Lululemon last month on the west coast.  A change from our past yoga and running shoots, we were able to have some fun scrambling around a few Squamish rock faces in a rain storm.

              Most of my talent direction ended with “… and try not to fall off the cliff”!  - Dave

              Delnea_LULU_141029-0284Delnea_LULU_141029-0293-2

              I’m pretty sure this sign means that you should try and reach for the giant floating “R” above all cliff edges as a last ditch effort as the ground gives way under you.

              BTS compAll Images & BTS © Dave Delnea

              Stay tuned for more from Dave & team!

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                Tyler keeps cucumber cool with Sanuk

                by Alex Beetham on December 1, 2014

                Tyler really appreciates a quality piece of footwear. So much so that he’s accumulated air miles twice this year, travelling to California just for sandals. Well, that and photographing a new global campaign for Sanuk, but mostly the free sandals. Here’s a few words from Tyler to tell you all about it:

                Nothing could be truer than the old adage “you learn something new everyday”.  I can’t remember what I learned the other 4 days we were there however the 2 things I took away from this job are 1/ DON’T use the washroom at Fais Do Do, (the Do Do in Fais Do Do is actual do do) a small dingy live music venue on West Adams that makes Grossman’s or Lee’s Palace washrooms look like an aseptic laboratory. and 2/ Don’t meet George Morreira at 2pm for “a couple beers” on a down day.  Thanks for the BarBQ George.

                Continuing with the Gong Show that was created during the last campaign, this series takes us to a place where “Powerstache” thinks they’re still the opening act for Tesla back in ’88 and to “That Couple” you walk past brawling in front of a Dance Club on Adelaide on a friday night and your Sanuk’s have you “Cool as a Cucumber”

                - Tyler

                Couple

                Drummer

                Fan

                Client: Sanuk
                Photographer: Tyler Gray
                Agency: Ignited USA
                Art Director: Jeremy Carson
                Creative Director: Stephanie Arculli
                Associate Creative Director: Karin Djelaj
                Print Producer: Sam Helphand

                When Tyler arrived at the Ignited head office, he was greeted by his work on the walls!

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                Here’s a little look into what goes into prepping a night club for it’s close up:

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                Beers and BBQ are most welcome after a job well done.

                Comp2All Images © Tyler Gray

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                  Joey L takes focus on Canon L Series Lenses

                  by Alex Beetham on November 27, 2014

                  It’s a rare full circle moment when the a leading manufacturer rings you up to create ads for the tools you use on a daily basis.  This is exactly what happened when Joey L was approached by the fine folk at DentsuBos & Canon, to create the latest print campaign for the legendary L-series lenses.  Here’s a look at the final images, layouts, and a few words from Joey.

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                  Fortress of Solitude.

                  Retoucher Nick Leadlay’s mobile fortress of solitude.

                  Working on the Canon L Series photoshoot was a crazy whirlwind that greatly challenged everyone involved. Any advertisement shot on set was going directly to print in less than 10 days, and going to be seen by thousands (potentially millions?) of people. After shooting a setup, we chose our final image selects right then and there with Dentsubos and Canon, and our retoucher Nick Leadlay began the retouching process immediately on set. No time for second thoughts!  Nick had built a little computer-fort out of V-Flats and set up shop not too far away from the action so we could walk over to his hideaway and give him notes.The photo team would move on to shooting the next setup, and the process would continue like that over 3 days until all the final advertisements were finished. I might sound crazy, but I actually kind of liked this workflow, because it kept us on our tippytoes and when the job was wrapped, everything was already completed and in the can. Sometimes the retouching process can drag out over months, so it was refreshing to simply be done, dust off your hands, and walk away, and hopefully get some sleep finally.And of course, as the shoot was for Canon L series, those were the only lenses we used for the actual shoot, which is not really a departure from my regular kit. – Joey L

                  Here’s a look at the final image pairings, with original crops from Joey:

                  Final Comp #1

                  Final Comp #3

                  Final Comp #2

                  Photographer:  Joey L
                  Client:  Canon
                  Agency: Dentsu Bos
                  Art Director:  Kyle Scotland
                  Producer:  Kirsten White
                  On Set Retoucher:  Nick Leadlay
                  Stylists:  Marie Eve Tremblay
                  Hair & Make Up: Lisa Vella
                  Assistants: Jesse Korman, Caleb Adams, Rebecca Leach, Adi Saciragic, Eryn Wind

                  Here’s a look into what happens behind the camera to make these images possible.  From Joey’s GoPro’s:

                  Joey_L_Canon_BTS_2Joey_L_Canon_BTS_3Joey_L_Canon_BTS_4Joey_L_Canon_BTS_7Joey_L_Canon_BTS_8Joey_L_Canon_BTS_9Joey_L_Canon_BTS_15

                  From the phone of producer Kirsten White:

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                  Images © Joey L
                  BTS © Joey L & Kirsten White

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                    Tasty Treats w. Shanghoon

                    by Alex Beetham on November 26, 2014

                    Howling winds and snowy squalls make many a stomach crave warm, gooey comfort food. Shanghoon and food stylist Sarah Sweeney cooked up a delicious creative with this homemade turkey pot-pie. Try and keep from drooling.

                    Food Creative Sarah119_01F Food Creative Sarah144_01FAll Images © Shanghoon

                    Shanghoon & Sarah on set:

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