A video series celebrating culinary leaders who lead differently
TASTE for Equity platforms diverse chefs, winemakers, and community organizations at vibrant culinary events that Portlanders can’t stop raving about. Bringing people together to support BIPOC and queer entrepreneurs has always been the beating heart of TASTE’s work.
When the organization pivoted its 2026 schedule from one annual gala to a trio of carefully-tailored gatherings, they called in Human Centric Media to develop a narrative campaign to spotlight their leaders, and provide lasting momentum throughout the year.
Storytelling as Leadership DevelopmentBroad vision statements look good on paper but rarely spark real action. Instead of telling audiences what TASTE for Equity stands for, we showed them.
We sat down with the chefs and winemakers behind TASTE’s 2026 events for honest conversations about their journeys as leaders. We recorded them on their home turf and off-the-clock – Chef Jewan at his pop-up in Old Town, Bee Maloof among the vines at the Maloof Wines estate in Dundee, and Chef U’i at Departure on inventory day. The locations and candid conversations allowed us to uncover sides of these entrepreneurs that diners don’t often get a chance to see.
Stories that Break Through Because They’re SpecificThe most resonant stories are the most human. We went deep on the details that make each leader distinct: their perspective, their path, the moments that shaped them. That specificity creates the emotional connection that audiences will carry with them long after the video ends.
The Power of a SeriesWe intentionally designed these stories as a series to build recognition, loyalty, and the sense that something worth paying attention to is unfolding. Each installment in the series introduced a different personality, a new perspective on leadership, and another reason for audiences to show up – both online and in person.
As a resultAverage view time came in at 4x the Instagram benchmark, but audiences didn't stop there: they commented, shared the videos with friends, and clicked through to connect with TASTE for Equity directly. The focused time we spent with Chef Jewan, Bee Maloof, and Chef U’i translated into audiences who leaned in, shared, and showed up. The events behind the videos sold out quickly, but the stories are evergreen – human illustrations of the visionary leadership that TASTE for Equity fuels.
“Working with Human Centric Media is a pleasure. Their team has approached all our projects with careful and thoughtful listening, ensuring that outcomes are not only on target, but are also grounded in collaboration. The video and language that they crafted for us helped amplify our story at a critical time for outreach for Leach Botanical Garden.”
Jennifer Woodward
Development Director
Leach Botanical Garden
Leadership that's FeltWhen we meet leaders who lead differently, we build them a platform to reflect that – stories human enough to break through, spread, and last beyond a one-off campaign.
What kinds of leadership do you want to see more of?
