Meet Wide Awake Bakery

Meet Wide Awake Bakery was recently featured by National Geographic! Check it out at documentary.com.

My camera was gathering dust and I needed a project. Fresh Dirt Ithaca had featured a story about the brand-new Wide Awake Bakery in the Fall 2011 print issue, so I decided to follow up. I had no videos like this to show in my portfolio and I was a total stranger, but baker Stefan Senders welcomed me into his bakery and his home, sharing his time and talents.

The story I told helped to build energy and engagement around the bakery. This project reframed my attitude and approach to my work: I saw the impact that this project made in the community for Wide Awake, and I suddenly discovered value to my work beyond entertainment and aesthetic pleasure. The things I make can help amplify the power of the things I believe in, from small, local businesses to a regional food system, to simply better bread.

I’ve followed this film up with a few other collaborations with Wide Awake, including photographing one of their baking classes. Stay tuned for more!