BUD LIGHT x THE ROOTS & FRIENDS @ SXSW

Working with the heads of marketing at Bud Light, I concepted and created a completely new event design system inspired by The Roots discography and dive bar band posters from the early 90's to today. Re-imagining the way that the brand shows up, we took the ecclectic inspiration of SXSW, with all of it’s colors, music artists, bars, and wide array of cultural influences and designed a series of show posters blurring the lines between Bud Light and live music culture.

We tore up, ripped and repasted the posters back together to create collage art and wild postings reminiscent of the layers of eclectic posters that litter the walls of our favorite local dives. The artwork was tagged throughout the exterior and interior of the venue to transport fans into a dive bar state of mind. Neons and old school Bud Light signage, Christmas lights, and an LED stage display programmed with the show posters brought the vibe to life.

Agency: Live Nation

Role: Assistant Creative Director - Art