Case overview
Involvement
- Creative Direction
- Cinematography & Editing
- Casting & Location Scouting
- Social Media Strategy
- Ad Creative Development
- Content Production
The Brief
For Rodeo Season, Carnicería Prime partnered with Social Queue to create a bold, cinematic campaign that leaned into Texas culture with a twist of humor and heat. The concept: a Western showdown between two meat lovers at a backyard watch party where the game stream crashes—and the real MVP becomes the sizzling fajitas. This wasn’t just about food—it was about reclaiming the spotlight with flavor and flair, right when the moment called for it.
The goal was to elevate Carnicería Prime’s presence across social platforms, deliver a culturally relevant story, and drive foot traffic during one of the busiest retail weekends of the season. Everything—from casting to cinematography to post-production—was built around one thing: making Prime feel like the only name you think of when it’s time to grill.
Our Approach
To bring this Western-inspired concept to life, we leaned heavily into cinematic storytelling with lifestyle realism. From casting and wardrobe to lighting and set design, every detail was tailored to feel like a scene straight out of a Texas showdown—but grounded at home, in the backyard, with real people. The story unfolds like a mini short film: the game freezes mid-play, tension rises, and just when it seems like the night is ruined—out come the sizzling fajitas.
We shot on-location in natural light with stylized setups that allowed for humor and texture to shine. Our creative direction balanced bold visuals with subtle product cues, giving Carnicería Prime a campaign that didn’t just push product—it built culture. Every frame was engineered to feel memorable, relatable, and scroll-stopping. This wasn’t a Super Bowl commercial. It was better—because it hit where people actually live.
- Developed a Western-inspired mini-film built around lifestyle relatability, not just product.
- Blended humor, tension, and culture to elevate everyday moments into cinematic storytelling.
- Shot on-location with stylized lighting and warm tones for a nostalgic, gritty-meets-modern aesthetic.
- Directed with a scroll-stopping narrative arc—from stream crash to sizzling fajitas.
- Prioritized cultural relevance and emotional texture over traditional sales hooks.
The Results
We didn’t just film a campaign. We filmed a showdown.
Set in a dusty saloon with steak knives instead of six-shooters, Carnicería Prime’s Rodeo Campaign turned fajitas into folklore. The vibe? Sergio Leone meets Houston heat. The outcome? Brand loyalty on steroids and a whole lot of grills fired up.
217%
Increase in local engagement the week of launch—people weren’t just watching, they were tagging their primos.
36K+
Organic plays in under 72 hours. No ad spend. Just pure meat-smoking, showdown-slinging cinema.
280%
Uptick in branded DMs, story shares, and customer UGC—proof that cinematic meat marketing hits harder than any discount ever could.
“Social Queue didn’t just show up with cameras—they showed up with cinema. They took our Rodeo Campaign and turned it into a full-blown Western. The vibe? Unreal. The execution? Flawless. That saloon scene lives rent-free in our heads—and our clients haven’t stopped talking about it.”
