Broken Bread: Redefining the Food Series for Social Change

In partnership with acclaimed chef and entrepreneur Roy Choi and global food and lifestyle brand Tastemade, KCET launched Broken Bread, a six-part series that shifts the focus from culinary technique to tackling America’s fractured food systems. Infused with Roy’s bold personality, Broken Bread embraced a fresh “street-to-table” aesthetic that echoes L.A.’s vibrant food culture and community roots. Far from a typical cooking show, it’s a call to action—and audiences responded. The series garnered extensive press coverage in Variety, Eater, LA Times, and NPR, becoming one of KCET’s most-watched Original series, with Hulu now picking it up for its broad appeal and anticipation growing for a second season.

The creative execution channeled L.A.’s raw energy and the artistry of visionaries like Patrick Martinez. Deliverables spanned a cohesive show identity (including logotype and graphic language), show packaging, series trailers, episodic promos, and a striking talent photoshoot. For the launch, I directed high-impact promotional elements: billboards, wild posters throughout L.A., 30,000 branded stickers for Coachella, and event collateral for a sold-out 1,500-guest LA Times partner event at The Wiltern Theatre. This immersive experience featured food trucks, community leaders, chefs from the show, and an exclusive DJ set by series composer Dan the Automator, bringing the show’s mission and message directly to the community.