On the Border
Content Creation, Concept Development, Training Solutions
In 2015, On the Border Mexican Grill & Cantina (OTB) initiated a full-scale brand overhaul spanning identity, culture, operations and guest experience. As part of this transformation, OTB sought a partner who could modernize their training ecosystem and develop creative content aligned to the new brand vision. MAXMedia Partners was selected to lead the effort, delivering a suite of custom training materials, protocols, and multimedia assets designed to unify employee engagement and enhance the guest experience.
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OUR ROLE PRODUCTION SCOPE CREATIVE & TECH HIGHLIGHTS OUTCOME
Our Role
MAXMedia Partners provided end-to-end content creation—including concept development, scriptwriting, instructional design, production, and graphic development. Our work supported updated training programs, redesigned operational standards, and new approaches to guest relations. Additionally, we delivered a full menu redesign that reflected the brand’s updated culinary direction, heritage, and cultural identity.
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A standout challenge emerged during the filming of a training sequence demonstrating OTB’s signature sizzling fajitas. Capturing the waiter’s point-of-view from tray to table required innovative problem-solving and a custom-built camera solution.
Innovation Spotlight: 'Rise of the Fajita Cam'
The objective was to film the journey of a skillet of fajitas being carried through the restaurant. Early attempts failed due to tray wobble and excessive smoke overwhelming the lens.
To solve this, MMP’s production team engineered a custom rig:
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A hole drilled through the serving tray
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A fixed arm elevating the camera several inches above the tray
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A downward 40-degree tilt
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Height calibrated to sit just above the smoke plume while maintaining a perfect focal point on the dish
The result was a stabilized, dynamic point-of-view shot showcasing the sizzle, the movement, and the guest anticipation—all while keeping the environment softly out of focus. The footage became a highlight of the training series and has since been adapted for additional clients in the food and beverage industry.
Production Scope
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Training program concept and instructional design
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Scriptwriting and content development for training videos
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On-location production and editorial
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Custom equipment engineering (“Fajita Cam”)
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Menu redesign, including copywriting, visual design, and brand-aligned storytelling
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Development of training criteria, culture guidelines, and guest-relations frameworks
Creative & Technical Hi-lites
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A comprehensive approach integrating culture, training, and brand identity
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A successful redesign of menus to reflect new culinary direction and OTB heritage
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Breakthrough POV filming made possible by custom camera engineering
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Scalable content adaptable for new employees, managers, and corporate stakeholders
Outcome
OTB’s rebrand was strengthened by an updated training platform and tailored content that unified employee culture and guest-experience strategy. “Fajita Cam” became a signature innovation for MMP and a differentiator for future food-service productions.
The project reinforced OTB’s refreshed identity and enhanced consistency across its national footprint.
