Edward Pond’s
Creative Chef

How do you create a “promo” for a food photographer when most creatives just end up throwing them in the recycling bin? The answer? Make those same creatives part of the promotion.

TAXI and Edward Pond, a commercial photographer and food fanatic, hosted a no-holds-barred culinary cook-off. We took some of the greats of Canadian advertising and design, placed them in the kitchen and pitted them against each for the title of “Creative Chef Champion.”

The result? The event sold out in just over a week after tickets went on sale. Close to 200 people jammed Mildred’s Temple in Liberty Village and experienced a living, breathing promotion for Edward Pond and his photography. More importantly, Edward has never been busier.

Agency: TAXI