Crafted by the director Nan Feix, "Mam” is no ordinary feature. This tantalizing fusion of real life and reel life set in the flavorful heart of Chinatown stars none other than the actual owners of a beloved Vietnamese eatery nestled in the lower reaches of Manhattan! The spicy news? You can catch a sneak-peek at the upcoming SXSW festival.

At the heart of the "Mam" narrative lies Jerald, a passionate kitchen maverick hailing from the small town of Texas, swept away by his love for Vietnamese cuisine to the bustling streets of New York City. With dreams of a restaurant of his own – and being short on both dough and the clock – he teams up with Nhung, a dynamic Vietnamese waitress. Together, they whip up a wild recipe for success, navigating through underbelly cooking operations and street survival tactics.

The refreshing part? The lead stars – and the restaurant – are real! Introducing Jerald Head and Nhung Dao Head, the adorable couple spicing up the Manhattan food scene with their eatery, Mam, which also serves as the muse for the film.

The flavourful collaboration between Feix and An Nguyen Xuan, a French-Vietnamese pal running his own restaurant, was crucial in shaping the film. An's incredible two decades in the hospitality biz and Feix’s visually immersive short, "Banh Mi Quest," set the stage for the mouthwatering cinematic treat that is "Mam."

Feix promises an organic cinematic experience, borrowing grandly from reality to feed his storytelling. Crafted with the assistance of ace lensman Matt Batchelor, "Mam" was shot under natural light over a span of 16 days using Super 16mm and a dedicated six-person crew every one of whom, including the stars, are a part of the Chinatown community. Feix's mantra for high-energy shots - restricting each shot to two takes!

“I'm enticed by that thrill on the razor’s edge,” Feix divulges. “It amplifies the sheer intensity of each moment.”

Drawing from cinema greats such as Wong Kar-wai, Tsai Ming-liang, and the Safdie Brothers, Feix fuses tension and sensory storytelling - a blending as delectable as a bowl of Vietnamese Pho!

Fun fact: Jerald Head's leap in the world of acting was another typical day at work. Just like cooking, he approached the acting stint methodically and pragmatically, paving his way to owning Mam in a similar vein; he transformed a weekend pop-up at Nguyen Xuan’s eatery in 2020 into a booming food business by summer 2022!

Music for "Mam" is curated by Grégoire Musso and the project was borne out of the partnership between Feix and Marine Garnier, producing partners for over a decade. The dish, err film, already has a Culinary Cinema Award at the San Sebastián International Film Festival under its belt and graced the Cork International Film Festival before featuring at the SXSW.

“Through food, Mam weaves a tale of resilience, friendship, and unity,” Feix declares. “Stronger together, our message couldn't mean more in today’s world.”