Tastemakers 2012: The Primitive Modernists

(slow rhythmic music)

Well I took on this assignment for Bon Appétit magazine

to photograph food innovators,

because it's not always chefs,

that's people that work in the food industry

and trying to do something different.

These guys today, Taavo and Ignacio,

who just opened this restaurant Isa in Brooklyn,

I found challenging to come up with new ideas

for people that you've seen many of times before

in the setting in the kitchen,

holding a knife

or in this regular chef idea.

Photography into a kind of re-visit this idea

of what is a chef.

We had a lot next door of Isa restaurant,

in Williamsburg.

They had asked if we had any ideas for the photo shoot

and we said primitive modernism.

Ideally that would involve a DeLorean, of course,

a bonfire, meat, and fur.

So I guess that was the concept.

(moody rhythmic music swells)

Okay, now we do it, now we do the Godfather look.

Really serious.

Let's connote a little more serious.

The outfits are pretty cool.

Feels warm.

Mostly I'm concerned about being freezing but feels good.

So they were willing to play, and they want to wear furs,

and be furry at this modern caveman, basically.

Sounds like a good assignment to me.

(rhythmic music)