The bartender at Dutch Courage reaching for a bottle along the back bar

Made From Craft

The people keepinglocal craft alive.

Role
Showrunner, Executive Producer
Year
2025—

01The Concept

One place.One craft.One episode.

A documentary series that treats local chefs like rock stars, exploring not just what they cook, but why they cook.

A cocktail beside two bottles of gin on the marble bar
The bartender behind the bar, shelves of bottles behind him
A bowl of pho with a split marrow bone, onion and herbs, on a wooden board
Hai Le smiling beside a hanging strip of beef

02The Challenge

Reviews rate the plate,not the people.

Food media scores the dish and moves on. The people behind it, and the traditions they carry, rarely make the cut, and when a small place closes, its story closes with it.

The bartender working the bar before service
Hai over the stockpots in the back kitchen
Stock poured into the kettle in the working kitchen

03The Approach

Curated,not reviewed.

No ratings and no critique. Each place is chosen for a tradition worth keeping, and told by the person keeping it.

The bartender and the owner interviewed side by side at the bar
Hai at the stove, back to camera

04The Process

How it’s made.

01/03 · The Room

A working room, not a set.

The crew filming along the bar under a large softbox
The monitor showing the bartender mid-pour

A full day inside service.

Sonny checking cameras at the counter
A camera operator steadied at the back bar
The rig over the kettle
The crew and the bartender working along the bar

The hard part stays in.

The interview at the bar, two stools and the back bar behind
Slicing scallions for service

05The Outcome

The restaurant’slargest return yet.

The pilot drove awareness and foot traffic to PhoXotic, with no paid media behind it.

“This was the largest ROI we’ve had on any experience like this. It was more enjoyable and natural than anything we’ve done before.”
Hai Le · Owner, PhoXotic · Michelin Bib Gourmand

06The Audience

Who’s watching.

Food-curious professionals who travel, dine out and value authenticity, quality and culture.

2M+

Impressions

100K+

Views

4K+

Watch hours

38.8%

Retention

98.3%

Positive engagement

6%

Click-through

64.1%

Watched on TV

21–45

Age range

US, CA, AU

Top regions

85:15

Male to female

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Bò Bảy Món.