Case Study:
Creating for a House of Brands
I spent 10 years leading visual content production for CharBroil and its family of brands: Oklahoma Joe’s Smokers, Saber Grills, Current Backyard, and American Gourmet. From product photography and videos to lifestyle imagery and how-to content, I helped these brands communicate their portfolio clearly and build trust with consumers.
This case study highlights challenges I faced, solutions I developed, and lessons I carry forward into every project, even when the subject doesn’t include tasty barbecue.
Product Feature Videos
Challenge: Mobile-first audiences often view videos without sound and need a quick, compelling introduction to the product.
Solution: Short, visually clear bursts of copy and engaging shots that highlight product features instantly.
Impact: First impressions drive curiosity and encourage deeper engagement.
Oklahoma Joe’s Rider Pellet Grills
CharBroil Performance Series Grills
The style and format of a product feature video can vary to fit the individual product, message or brand.
Product Walkthrough Videos
Challenge: Features and benefits can be complex, and the content needs to serve multiple channels.
Solution: Collaborated with product managers to guide the narrative. Videos focus on key product elements, edited into a conversational story.
Impact: Multi-use content for product pages, YouTube, sales training, and customer support, all efficiently produced.
CharBroil Product Walkthrough
Oklahoma Joe’s Product Walkthrough
How-To Videos
Challenge: Consumers often have questions or encounter pain points when using products.
Solution: Developed scripts internally with Product Development, Engineering, and Quality Assurance, then polished with Marketing to maintain brand voice.
Impact: Clear instructional content builds authority, reduces customer confusion, and strengthens brand trust.
How a Pellet Smoker Works
How To Clean Your Grates
Brand Videos
Challenge: High-impact brand content is seen by smaller audiences but must make a strong impression.
Solution: Compiled existing b-roll, created targeted shot lists, and filmed with internal teams to produce polished, refined videos.
Impact: Professional presentations for prospective customers, board meetings, and internal storytelling.
CharBroil Brand Video
CharBroil Lifestyle Video
Product Photography
Challenge: Products must look consistent, aspirational, and easy to understand, often under tight timelines and limited resources.
Solution: Produced catalog photos and lifestyle imagery. Also handled food styling and hand modeling when time and resources were limited.
Impact: Built a cohesive visual library that supports packaging, e-commerce, and marketing while reinforcing brand quality and consistency.
3D Renders & Technical Illustration
Challenge: Products are not yet manufactured, or key innovations require visual explanation beyond what traditional photography can show.
Solution: Utilized engineering CAD files to create photorealistic 3D renders and detailed technical illustrations that clarify internal components and feature benefits.
Impact: Delivered marketing-ready visuals that educate customers, support sales teams, and highlight innovation before physical samples were available.
Navigating Seasonal Challenges
Prototypes & Early Content
Products often aren’t manufactured until sold. I worked from CAD files, handmade prototypes, or early samples.
Used safe camera angles, compositing, and 3D animation to create marketing-ready content before products shipped.
Preparedness & Agility
Kept equipment, files, and research ready to jump on projects as soon as samples arrived.
Managed shifting deadlines with organized project workflows, allowing quick pivots without losing quality.
Collaboration & Communication
Partnered closely with internal teams and agencies, respecting their time while anticipating needs.
Streamlined communications to make creative collaboration efficient and enjoyable.
Outcome: By combining process, skill, and flexibility, I delivered content that met marketing goals, built consumer trust, and could be efficiently adapted for multiple channels.