About This Project
Creative Direction // Production // Retouching // 2019
Pure Bred has created a model for raising lamb founded on a respect for nature. Their patented system, Safe Alternative®, demands observation of the animals, data collection regarding their feeding and their growth, and a verification of their source once they reach the consumer. It allows the consumer to be connected with the farmer and united in this philosophy of care and respect for the animals they raise in hopes of setting the standard for the treatment of farm animals in America. Pure Bred is proudly produced by Elysian Fields Farms and Chef Thomas Keller.
An ad placement in Table Magazine's latest issue.
It was important to represent this Pure Bred as a luxury product. I wanted to show what it would look like to order the lamb in a fine dining restaurant. The lamb was prepared by Chef Mathew Peters at The Chef’s Garden and plated on Steelite.