For the first time in the brand’s history, Chronic Tacos decided to expand into lifestyle imagery, and they chose Photographer Steve Belkowitz to get the job done. “It was a big venture for them,” says Steve. “I wanted to make sure they came out of it happy.”

Overhead shot of a woman lying on a picnic blanket, for Chronic Tacos by lifestyle photographer Steve Belkowitz

Fortunately, Steve has the chops for such an ambitious one-day shoot. Though the shoot was set in Long Beach, CA, the entire pre-production phase was handled from Steve’s east coast studio for efficiencies. Just before the shoot, Steve arrived for a full day of tech scouting to finalize locations and set-ups.

Friends walk down the street with bikes and skateboards, for Chronic Tacos by lifestyle photographer Steve Belkowitz

“We got a great crew locally,” Steve says. “I brought out two of my go-to assistants and a wardrobe stylist from back east, but location scouts, hair and makeup, local assistants, our models, we found all that in LA. There’s so much talent there, it’s easy to put together a really strong team.”

Wind blows a woman’s hair as she walks by a lifeguard stand, for Chronic Tacos by lifestyle photographer Steve Belkowitz

One thing Steve did have to scramble for: a very particular vintage truck the client had their heart set on. “Turns out, a friend of my stylist had one! It was perfect,” says Steve. After shooting solid from sunrise to sunset, Steve and crew had the shots they needed.

Man, woman and surfboard in the back of a vintage truck, for Chronic Tacos by lifestyle photographer Steve Belkowitz

“They’re using these for store banners, outdoor signs, instagram, facebook, web, you name it,” says Steve. “We got a lot of great stuff for them to work with, and we definitely had fun doing it.” You can see more of Steve’s highly sought lifestyle and people photography here.

Two girls smile in the back of a vintage pickup truck, for Chronic Tacos by lifestyle photographer Steve Belkowitz Close up of a woman’s hand holding a phone showing Chronic Taco’s instagram, by lifestyle photographer Steve Belkowitz