Smokehouse + Beer, Happier Meal Product Videos
Services Executed
Campaign Strategy, Content Production
Client
Urban Roots
Channels
Social Media, Web
Project Overview•
Project Overview•
Project Overview•
Project Overview•
Urban Roots is a Sacramento-based brewery and smokehouse that blends craft beer with California-style BBQ. We partnered to create a series of videos showcasing their inclusive, vibrant atmosphere, distinctive food, and unique beer lineup.
The content positioned Urban Roots as a welcoming destination for diverse crowds looking for great beer, delicious food, and good times.
Business Challenge
- Raise evergreen awareness with a “Travelers Welcome” vibe that highlights diversity and inclusivity.
- Showcase Urban Roots as a one-of-a-kind venue offering both craft beer and full-service food.
- Attract younger urban audiences (21–35) who want a fun, welcoming space without pretension.
- Highlight handcrafted beers and specialty bottles that often get overlooked.
Our Approach
We developed a multi-video content suite blending expressive visuals, funk and hip-hop inspired soundtracks, and authentic storytelling. By focusing on Urban Roots’ murals, music, food, and community-driven energy, we crafted videos that felt fun, welcoming, and distinct from “craft beer snob” culture. Each piece emphasized inclusivity, creativity, and high-quality BBQ and beer.
What We Did•
What We Did•
What We Did•
What We Did•
- Develop Production Strategy
- Visual Translation Board
- Pre-Production
- Production
- Post Production + Launch Support
Team Members Involved
- Strategic Development Team: 3 Team Members
- Production Crew: 3 Team Members
- Talent: 7 Team Members
Location(s)
Urban Roots Brewery & Smokehouse
Sacramento, CA
Deliverables
- A hero brand video spotlighting Urban Roots as an inclusive space to eat, drink, and gather.
- Short-form social cutdowns optimized for Instagram, TikTok, and Facebook to capture the “Travelers Welcome” vibe.
- A series of product showcase videos highlighting beers like “Like Riding a Bike,” “Luna de Miel,” and “EZ PZ,” connecting beer styles to lifestyle energy
- Still photography and video snippets of BBQ favorites and smoked meats to promote the full food menu.
The Impact•
The Impact•
The Impact•
The Impact•
Highlights
- Elevated Urban Roots’ positioning as Sacramento’s most welcoming, creative beer and food destination.
- Showcased both signature food and overlooked specialty beers in a dynamic, visually compelling way.
- Strengthened Urban Roots’ appeal to younger, diverse audiences seeking an inclusive social hub.
Social
Short-form videos and stills were optimized for Instagram, Facebook, and TikTok to drive engagement.
- Boosted awareness of Urban Roots’ inclusive vibe and unique offerings.
- Highlighted the lively, community-driven atmosphere.
- Helped Urban Roots stand out from typical “craft beer” competitors.
Web
Video content and still imagery were integrated across Urban Roots’ website to enhance the brand’s digital presence.
- Improved storytelling around the full food and beer experience.
- Increased visibility of core beer SKUs and specialty bottles.
- Provided evergreen content for digital ads and homepage features.
TESTIMONIAL~
TESTIMONIAL~
TESTIMONIAL~
TESTIMONIAL~
Hear from Troy Cooper, Marketing & Media Manager at Urban Roots, on his experience working with us:
“The final videos looked cinematic, polished, and on par with our brand, like something we would have created ourselves.”