A new brew needs more than a product shot. It needs a reason to crave it.
- Creative Direction
- Writing
- Production Oversight
- Short-Form Video Assets
- Social / OTT / Broadcast / Digital Versions
- Supported two BJ's brew launches
- Gave each product a distinct creative personality
- Created flexible promotional content across channels
BJ's is built around the idea of an everyday escape: a place guests return to for the food, the beer and the feeling of being somewhere familiar but still worth getting excited about. For these launches, the videos needed to make each brew feel immediately distinct while staying true to the BJ's Restaurant & Brewhouse experience.
The creative approach was simple: let the personality of each beer lead. Oktoberfest leaned into seasonal German-inspired energy, while Mad Crazy Mango took on a more dramatic, almost fantasy-like tone. Each promo created a quick, memorable world around the brew, giving BJ's channel-ready content that could work across social, OTT, broadcast and digital.
Both videos were short by design, but each needed to do a lot quickly: introduce the brew, create appetite appeal, establish a mood and give BJ's flexible content that could move across paid, owned and digital channels.
BJ's Oktoberfest
The spot used music, imagery and seasonal energy to create a quick sense of occasion, giving the brew a clear promotional identity beyond the menu.
BJ's Mad Crazy Mango
The spot leaned into a bigger, more theatrical tone, giving Mad Crazy Mango a heightened launch feel and helping the product stand apart from a standard beer promo.