Char-Broil Grills — Kings and Queens Productions

CHAR-BROIL — GRILL TALK WITH GRILL DAD

The Brief

The Variable partnered with Kings & Queens to develop a social-first comedy campaign for Char-Broil built around Grill Dad, a larger-than-life character with strong opinions about grilling.

The campaign needed to establish a recognizable comedic voice for the brand while creating enough content to sustain a broader social campaign across multiple formats.

The Solution

We created “Grill Talk with Grill Dad,” a comedy-driven campaign built around character, personality, and the everyday culture of grilling.

The production delivered four hero ads and six vertical edits, supported by a larger collection of social design assets created by the agency's art team.

The Approach

This project was Thomas Stroud's first experience working on a comedy campaign for a major brand, requiring a different approach to commercial production and performance-driven storytelling.

Shot at The Variable, the production was built around the comedic timing and personality of the Grill Dad character. Thomas served as both Director of Photography and Editor, carrying the visual language from production through the final cuts.

Working alongside Executive Producer Keith Rose, Creative Director David Jones, and Art Director Dustin Dodd, the production combined scripted comedy, social-first editorial, and graphic design into a cohesive campaign designed to live across the brand's social channels.