The Longtable Dinner Series

Cedar & Salt had three restaurants and a dead stretch between January and March. They wanted foot traffic; what they actually needed was a reason for people to care in the months nobody's thinking about dinner.

Instead of a discount, I proposed an experience: one long table, one seating, a rotating guest chef, and a story worth photographing. We built it as a mini-brand with its own identity so it could outgrow any single location.

I handled concept, naming, and creative direction, then produced four dinners across the quarter — sourcing chefs, designing the room, and running a small content team to capture each night as a film and a photo set the brand could live on for months.

This is the project that convinced me events aren't a side venture — they're the most concentrated form of everything I do. Strategy, story, community, and content all happen in one room, in one night, and you can feel whether it worked.