Whether I was behind the camera or directing the photo-shoot, the final objective was always the same: be bold and generous. Give the people what they want: tasty, sweet, juicy and authentic food from the South. Make them salivate. Let them feel the rich heritage and tradition of southern cooking in every bite. I ran seven Jack Daniel’s photo-shoots and we always tried to shed a new light on our product and do something different. We experimented with angles, styles and lighting, and used different depths of field to bring a vibrant touch to the food. I had a lot of fun and it allowed me to experience a lot of different techniques and styles.