LUIGIS NORTH

Client: Luigis North
Location: Lethbridge, Alberta, Canada
Project Type: Brand Video & Photography
Role: Creative Direction, Videography, Photography

To celebrate an incredible 50 years in business, Luigis North—a beloved restaurant in Lethbridge—commissioned a special video and photography project to commemorate its rich legacy and enduring connection with the local community.

Our role was to develop and produce a visual narrative that captured the heart and soul of Luigis North. The focus was on showcasing the restaurant’s vintage charm, authentic cuisine, and multigenerational story that has made it a cornerstone of Lethbridge’s dining scene since 1973.

From initial concept to final edit, we led the creative direction, filming, and photography. For the photography component, we took a candid, flash-heavy approach that leaned into a retro, editorial feel—channeling a sense of raw celebration and personality that matched the restaurant's vintage vibe.

Photos included:

• Playful, personality-driven portraits of guests interacting with the space, food, and branding (like holding the Luigi’s famous napkin as a faux mustache).

• Moody food shots with strong highlights and shadows, giving the dishes a rich, tactile presence.

• Candid moments that evoked real emotion and nostalgia—highlighting the joy of sharing comfort food with good company.

The visual tone aimed to feel both timeless and current: nostalgic in aesthetic, yet bold and contemporary in execution. This gave Luigis a unique look that stood out on social media and resonated deeply with their longtime patrons.

The final content was used across digital platforms—offering longtime patrons a nostalgic look back, while inviting a new generation to experience the tradition.