For this campaign, we partnered with The Variable to capture Oklahoma Joe’s in its element.

We gathered a group of influencer chefs, fired up the smokers, and let them cook. The set was loose but intentional — room for improvisation and spontaneity, while keeping focus on the goal. We captured the energy in both stills and video.

From that single shoot, we built a suite of edits in multiple versions for A/B testing across markets. The result was flexibility in format, authenticity in tone, and performance that far exceeded the client’s goals.