Hometown Glory

Behind the scenes: Houston chefs get the Vanity Fair treatment for sexy new ad campaign

Behind the scenes: Houston chefs get the Vanity Fair treatment for sexy new ad campaign

My Houston campaign, chefs, July 2012, Paul Patronella, Bobby Heugal
Paul Petronella, left, and Bobby Heugel goof off between shots. Photo by Sarah Rufca
My Houston campaign, July 2012, group shot
A behind-the-scenes peek at the first My Houston 2.0 line-up.  Photo by Sarah Rufca
My Houston campaign, July 2012, Julie Soefer
Julie Soefer manages the chefs on set. Photo by Sarah Rufca
My Houston campaign, July 2012, Hugo Ortega
Hugo Ortega poses. Photo by Sarah Rufca
My Houston campaign, chefs, July 2012, Paul Patronella, Bobby Heugal
My Houston campaign, July 2012, group shot
My Houston campaign, July 2012, Julie Soefer
My Houston campaign, July 2012, Hugo Ortega

The industrial bar of Mongoose versus Cobra made a fitting backdrop for the first photo shoot for Houston's newest ad campaign.

The Greater Houston Convention and Visitors Bureau gathered eight of Houston's most exciting and well-known chefs for the first photo shoot in the campaign. It's a new take on the "My Houston" campaign that debuted nearly five years ago featuring celebrities and notables that call Houston home.

 At the photo shoot, chefs were arranged by photographer Julie Soefer into a Vanity Fair Hollywood-style lineup highlighting their individual personalities. 

My Houston 2.0 will feature editorial-style layouts with two groups of Houston chefs, plus similar gatherings of local artists and patrons as well as fashion and style personalities, each shot in stunning locations. A minimal amount of text on the photo spreads will lead readers to the My Houston website, where each chef will have text and clips about their take on the city.

At the photo shoot, chefs were arranged by photographer Julie Soefer into a Vanity Fair Hollywood Issue-style lineup highlighting their individual personalities, from Grant Gordon's pressed chef's whites to Bryan Caswell's signature orange Astros cap. Did I mention they all looked damn sexy as well?

We're expecting some official shots to leak this fall before the campaign goes live in 2013, but CultureMap managed to snap a few behind-the-scenes pictures at the photo shoot. Can you identify the big-name chefs in this set?