When people think of editing, they usually assume it’s just about syncing aesthetic shots with trendy music. But for me, editing is truly about finding the heart of the story.
For instance, take this reel we collaborated on for Pho 43, an already iconic spot in the Valley. On paper, it’s a family-owned restaurant that serves incredible food. But what makes it special and what keeps people coming back is the feeling they get when they’re there. The generational pride, the warmth of the space, the way the staff treats you like family.
When cutting their reel, I wanted to highlight more than their delicious food. Yes, though every shot was intentionally chosen to balance the food and the people, I wanted to share the generational impact this spot has on the Valley, and I did so by weaving in the fact my bà ngoại (Vietnamese for grandma) has only ever requested one spot for me to bring her food to try, and it’s from Pho 43. The goal wasn’t just to show what’s on the menu but to share why this place matters.
Because people might go for the food, but they stay for the vibe. And that’s what great editing can do: translate an experience into something you can feel through a screen.
At side haus, that’s the work I love most, digging deeper than just visuals to help brands tell stories that resonate long after the scroll.
xoxo,
luu (your bff in media)
📍Pho 43 (2844 N 43rd Ave, Phoenix, AZ 85009)
Every business has a great story worth telling. Let's edit yours next!
