Fast food has its own place in history and culture. It’s architecture, advertising, Americana. It’s the burger and fries you recognize instantly, no matter where you are.

But because it’s so familiar, it’s easy to overlook. Easy to dismiss as ordinary. It’s everywhere—and that makes it invisible.

I started this project wanting to photograph fast food just as it is. There’s a long tradition of trying to make it look bad—greasy, smashed, uninspired. But the truth is, most of the time it comes out looking pretty good on its own. No styling needed. Just the background and the food.

The goal was to make a photo book and gallery exhibit of large-scale prints. I thought it might take six months. One year later, I’m still going—and I expect it will take at least another year or two. The more I shoot, the more I find. There’s a lot to photograph.

This photo of Emily, my AI assistant, dressed for the job as a retro car hop, felt like the right marker for this stage of the process. She’s been part of the work for about eight months now: researching, writing captions and keywords, helping plan the shots with concepts. It’s still my camera, lighting, and my eye—but Emily shows up 24/7.

In the end, this has been about paying attention to the things we usually pass by—something so common, we’ve stopped really seeing it.

You can see where the project stands so far on my website: https://www.secondfocus.com Thanks!