Jonathan Hanson Shoots Vibrant Lifestyle Imagery For Shake Shack

When New York City photographer, Jonathan Hanson, teamed with Shake Shack at their flagship New York City Meatpacking location, the mission was clear: craft lifestyle-driven, youth-infused imagery that conveys community, joy and connection over food. Set in one of Manhattan’s most vibrant neighborhoods, the project combines location, light and authentic human moments to bring the brand’s personality to the forefront.

The campaign leans into “real people doing real things” — munching with friends, families, couples with each moment framed with a human-first approach. The crinkle-cut fries, the iconic milkshake, the casual lean in the wooden booth, it all adds up to approachable yet elevated imagery. This aligns with Shake Shack’s ethos of “flavor, fun, fellowship” and helps viewers imagine themselves already in the moment.

For brands looking to connect with audiences in a meaningful way, this campaign delivers a blueprint. It demonstrates how a fast-casual food brand can transcend “just a burger joint” and become a cultural moment, where good food, good friends and great design coincide. Through Jonathan Hanson’s lens, the campaign becomes less about “eating out” and more about “being part of something.”

If you are interested in learning more about Jonathan’s work, get in touch with one of our producers.