With limited space and constant movement, filming inside a working kitchen required a minimal footprint that wouldn’t disrupt the flow of daily service. The approach leaned into a warm and cinematic visual style, highlighting the craftsmanship and character behind The Carlson Block. By focusing on the rhythm of the kitchen and the people behind the food, the film creates an emotional connection with food lovers, food-focused travelers, and community-minded viewers who value authenticity, great pizza, and small businesses.

Creative Strategy

Project: the Carlson Block

Overview:

Chef profile

A short film featuring Ian Galbraith, chef and owner of The Carlson Block, a wood-fired pizza restaurant housed in a century-old building in Wilkeson (population 490). The restaurant’s sourdough-crust pizza was described as “the best in Washington State” by Jackie Varriano of The Seattle Times.

Project Stills

Overview:

Web Photo

Additional website photography pulled from high resolution video content .

Results

Overview:

The film is widely shared across social media, generating more than 10,000 views and strong engagement from community members, partners, and patrons. Viewers describe it as “beautiful and deeply inspiring” and “legitimately fantastic.”

“As true as it gets.”

- RosoPizza

“Your artisan vibe is refreshing..”

-Ellielovesthealoha

“Love this! Appreciate your whole ethos behind your pizzas and the way you approach your craft.”

- MickeyF