TEXAS BEEF COUNCIL
From all walks of life to All Plates of Life — getting to know the modern Texan
Beef Loving Texans is the consumer-facing brand of the Texas Beef Council, which supports the state’s beef industry through promotion, research and education. Texas is known for its cowboy and cattle heritage, but today’s Texas is young, urban and diverse — and where previous campaigns focused on cattle ranchers, we wanted to push something new that spoke to all of today’s Texans.
To get to know the “Modern Texan” and their characteristics, I worked with the team at Apron Food & Beverage Communications to develop a campaign that highlights the universality and the power of food (especially beef) to bring people together. We also illustrated how Texans are as unique and diverse as the types of dishes they enjoy. While the video served as the centerpiece of this campaign, digital ads were deployed to direct viewers to the Beef Loving Texans website where they can find new recipes and learn more, and a custom trailer wrap was designed to promote the campaign at destination events. With my art direction, storyboarding, photo editing and graphic design, this campaign saw more than 280,000 impressions and 590,000 ad click engagements within a year, exceeding expectations of the Texas Beef Council.
What was produced:
Art / Video Direction
Photography
Digital Ads
Storyboarding
Photo Editing
Apparel Design
Trailer Wrap Graphics
BBQuest: Finding the best barbeque for a hungry audience
Beef Loving Texans worked with Apron and myself to create BBQuest, a food and travel docu-style series which connects viewers to Texas barbecue across the state and gives them a behind-the-scenes look at some of the best barbecue joints in Texas. The series was first released on YouTube before being launched to a wider audience on Hulu. But before the much-anticipated Hulu launch, I designed the set of stacked firewood and photographed the show’s host, Kelsey Pribilski, with a tray of delicious brisket, and delivered the key, master and poster art. Streaming on Hulu and Beef Loving Texans.
