Fire & Wine on 35mm
Restaurants often rely on staged photography, but Fire & Wine seeks authenticity and personality in every image. We wanted to break away from traditional approaches and highlight genuine guest experiences.
We created a participatory experience by giving diners reusable film cameras, inviting them to document their own stories. The tangible process and physical prints foster real emotional connections to the space and the brand.
From circulating cameras and retrieving finished rolls to scanning, colour grading and shortlisting the best shots for social I've lead this content generation initiative. Working closely on captions and approvals means each image faithfully reflects our unique energy.
Since launching, social engagement has soared alongside repeat guest visits, many return to collect their prints and see new work. Voluntary participation continues to rise, reinforcing the brand’s authenticity and the strength of our community.
