After honing his craft in the kitchen, Max shifted his focus from creating dishes to capturing them. He began filming food content with an eye for emotion and elegance, building his personal Instagram page from the ground up into a six-figure following. His unique visual approach and deep respect for culinary culture quickly led to collaborations with some of the most recognized restaurants in New York City.

Max spent several years as a sought-after freelance content creator, helping the city’s favorite restaurants tell their stories through stunning visuals. His work consistently went beyond aesthetics, capturing the soul of each venue with precision and heart.

In 2025, Max co-founded My Chef Social alongside luxury real estate broker and hospitality connector Brett Ari Fischer, and global systems strategist Ritesh Tiwarri. The company offers fractional brand management services, helping restaurants craft unforgettable identities through strategy, storytelling, and scalable systems. At My Chef Social, Max leads creative direction and visual identity, turning food experiences into full-scale, emotionally resonant brands.

Outside of his professional life, Max is the creator and host of Young Grief, a podcast that explores the emotional landscape of loss. After losing both of his parents at age 25, Max began sharing his own story to help others navigate the complexities of grief with honesty and vulnerability.

From pastry to production and from passion to purpose, Max Hoffmann continues to shape the way food and emotion are experienced through media. His work is fueled by empathy, creativity, and a deep commitment to helping others feel seen.