Client
Project Type
Publish Date
About Project
Slow smoked 16 hours and worth every minute.
Freebirds brought back Slow Smoked Texas Brisket with a campaign designed to feel bold, smoky, craveable, and unmistakably Texas. Willis Inspire supported the work from concept through final campaign delivery, including scripting, storyboards, production, photography, video, voice over, editing, paid social cuts, app menu imagery, and POP assets.
:30s All Markets
The Challenge
Brisket has to feel earned. For Freebirds, the campaign needed to make Slow Smoked Texas Brisket feel big, flavorful, and worth the wait, while still fitting the fast, bold energy of the brand.
The work also needed to support two add-on moments: the Texas Pecan Pie Cookie as the sweeter secondary promotion, and Texas Brisket Loaded Queso as a smaller savory extension. Together, the campaign had to balance the hero brisket message with additional craveable touchpoints across the menu.
The Idea
The creative direction was built around the payoff of patience: a brisket that takes time, carries real smoke, and shows up with bold Texas flavor.
The campaign leaned into fire, smoke, spice, texture, and close-up food movement to make the brisket feel rich, crafted, and craveable before it ever hit the burrito. From flame bursts and spice explosions to slicing, queso splashes, and cookie breaks, the visual world turned slow-smoked preparation into fast-moving appetite appeal.
:15s All Markets
:06s All Markets
The Campaign
Willis Inspire developed the campaign from early concepting through final delivery, shaping the creative, scripting the spot, building storyboards, planning the shoot, capturing video and photography, directing voice over, editing the campaign cuts, and creating POP-ready assets.
The final package gave Freebirds a flexible campaign system built for video, paid social, app menu use, in-store signage, and promotional touchpoints. The brisket carried the campaign’s main story, the Texas Pecan Pie Cookie added a sweet finish, and the Texas Brisket Loaded Queso gave the promotion another rich, savory way to show up across the rollout.
What We Delivered
Creative Direction
Campaign concepting, messaging, scripting, storyboarding, shot planning, and visual direction.
Production
Food-focused video production, product photography for POP and app menu use, and voice over.Food-focused video production, hero photography, POP photography, app menu photography, brisket macro visuals, cookie visuals, and voice over.
Post + Campaign Assets
:30 spot, :15 cutdowns, :06 ads, paid social cut, photo editing, POP development, and final campaign asset delivery.
Paid Social - Texas Brisket
Paid Social - Pecan Pie Cookie
Closing Summary
For the Texas Brisket campaign, Willis Inspire helped Freebirds turn a limited-time menu item into a bold, campaign-ready visual system. The work brought together slow-smoked flavor, Texas attitude, craveable food photography, short-form video, and in-store assets designed to support the promotion across customer touchpoints.
