Feature Story

First generation graduate finds local success with content creation

(DENTON, Texas – Sept. 9, 2025) It is 11:30 a.m. and lunchtime comes to mind, but what’s there to eat? Often people scroll on social media for inspiration when decision fatigue hits. After a few swipes in, a plate filled with vibrant green bell peppers, onions and fajita steak with the perfect amount of grill marks grabs your attention. As the eyes begin to explore the photo, a faint sizzle from the fajitas and smokey flavors take over the nose. Suddenly, the only flavors that are appealing now are those marinated skirt steaks and green bell peppers.

This moment is the exact effect social media managers aim for when creating content. By creating high quality content, the audience feels as if they are already there, and bringing guests a familiar experience even for first time visitors.

Justin Jimenez is a social media manager for a new restaurant called Mexican Oak on the Denton Square. He is a first generation graduate out of UT Austin, where he studied as a film major. Jimenez is one of many to defy the odds and complete his bachelor’s degree.

According to FirstGen forward, First-generation students graduate at a rate of 24% versus 59% for continuing-generation students.

Before working with the company, Jimenez was working as a freelancer to build his portfolio. During this time, he worked on several projects, including doing cinematography and directing on a couple music videos. Jimenez took a leap to advertise his skills individually. He truly pushed himself to be better at his craft and flourished.

While his current position is more of a marketing role, his true passions are within filmography.

“I always thought that the idea of behind-the-scenes work was interesting, even though I didn’t understand it at the time. But I liked the idea of Hollywood magic,” says Jimenez. “I never thought that I would major in film in college, though. I was always into films, especially horror movies. My mom got me into horror movies.”

Jimenez learned over the years the hard work and struggle to overcome diversity. His parents originally immigrated from Costa Rica in the ‘90s and had to adapt daily to the national language of their new country. His dad was forced out of school as a sixth-grader, yet his mom was able to complete high school before being pushed to help her family out.

Mexican Oak’s owner, Brandon Bohannan, has known Jimenez for many years and watched him grow up.

“He saw in his mom’s work ethic what it takes to follow your passions and how much work it takes to make it; we are proud of him,” says Bohannan.

Jimenez considers film and marketing to be very closely aligned, just catered to different audiences and formatting. It’s obvious that Jimenez has found a way to transfer his cinematography skills to marketing in a way that still fuels his passions.

Jimenez believes the key is the use of vibrant colors, and extreme attention to detail. This strategy is to ensure that the content grabs audience’s interest while scrolling.

Mexican Oak is a concept that was introduced by entrepreneur Bohannan, and executive chef, Jorge Romero. The restaurant was coined after Bohannan’s first restaurant, The Barrel, grew in popularity in Bartonville, Texas.

Since its doors opened July 4, Jimenez has been pulling late nights to keep up with business demand. As Halloween approaches, his team is cooking up some unique ideas to help Mexican Oak stand out in an exciting way.

Jimenez’s story is one of many first-generation students that inspire young people in the community to keep going. Sometimes, we even need others to remind us that our lives can pivot at any point, and that's okay too. By highlighting and uplifting members of our own community, we are also inspiring ourselves.

Check out this success story on a first generation graduate defying the odds! #FirstGeneration

 I believe Denton Record Chronicle and Richardson today would be good choices to cover this feature story, because Justin Jimenez is a Richardson Alum and part of the brand new restaurant of the Denton Square. Denton Record Chronicle happens to feature many businesses on the Denton Square.