ABOUT

El Tacuba is a Mexican restaurant in Medford, Massachusetts, owned and operated by two Mexican brothers. Known for its authentic cuisine and vibrant atmosphere, El Tacuba combines classy and casual vibes, offering diners a warm, cozy, and welcoming experience. With nearly 100% of its staff being Latino, the energy in the restaurant reflects the lively spirit and passion of its roots, enhanced by great music and exceptional food.

GOAL

The goal was to break away from the hyper-produced, overly polished content often seen in food marketing. Instead, El Tacuba wanted to embrace an authentic, raw, and organic aesthetic that felt more real and approachable. The idea was to create content that looked as though it was captured by actual customers or staff, reflecting the restaurant’s genuine vibe. The focus was on showcasing the restaurant’s energy, the unique warmth of its almost entirely Latino team, and the cozy, welcoming atmosphere that makes El Tacuba a special place to dine.

PROJECT: The Handycam

Deliverables:

• 2 Videos: Capturing the everyday essence of El Tacuba—from food preparation to the warmth and camaraderie of the staff.

• 20 Photographs: Showcasing food, drinks, behind-the-scenes moments, and interactions between staff and customers.

HOW DID WE DO IT?

To achieve the desired authentic and natural feel, we employed the following techniques:

• Food Photography:
  Used hard light to hard flash techniques to replicate the nostalgic, imperfect charm of disposable cameras, giving the content a candid, retro-inspired look.

• Staff Engagement:
  Provided the team with a digital point-and-shoot camera to capture their own moments while working. This approach allowed the staff to feel comfortable and relaxed, resulting in natural, unscripted images.

The visuals featured a mix of food close-ups, drinks, behind-the-scenes activity in the kitchen, and candid interactions between staff and customers.

RESULTS

The campaign is currently ongoing, and results are pending. However, the content successfully captures the essence of El Tacuba: its energy, warmth, and authenticity, positioning it as a lively and genuine dining destination.