Bud Light asked us to take their Famous Among Friends campaign, their recent dive bar aesthetic, and the energy of SXSW and make something great.  What transpired was a night of good times and copious amounts of American light lager, all hosted by music's favorite friend gang, The Roots.  The band brought out a few of their friends, including my favorites, Rae Sremmurd, and the crowd swelled. For three hours, the line to get in was four blocks long.

I was involved as Assistant CD, overseeing everything from pitching the creative and having my juniors create mockups for the client to triple checking color codes on the in-venue print files, to directing influencer photographers on-site, writing the script and overseeing the 24 hour edit for The Roots content shoot on no sleep, and most importantly keeping my CD happy and sane.

In early 2017 Pepsi asked us to give their rebranded zero sugar product a home in culture. My partner and I brainstormed against their brand proposition, "zero sugar, max Pepsi taste" and  came up with a highly instagrammable Lollapalooza funhouse, dubbed appropriately, The Pepsi Zero Chill House.  The client fell in love with the approach from the pitch, and we almost immediately went into production.

The house consisted of three stages of experience.  Upon entering, fans were invited to step into a photo booth, and immediately blasted with "cryo" cannons as a slow-mo gif camera captured their reaction. Second, fans reached through prize holes for surprise experiences and swag.  Nails were painted, temp tattoos applied, with product sampling happening throughout.  The experience culminated in a 180 gif foam pit, which fans were invited to dive into with style.

We made headlines when Atrak showed up, and engagement went through the roof.

I personally wrote the pitch deck, sold the idea, designed the key visuals, and directed a team of designers and producers every step of the way for what was a highly successful, visually driven brand activation.

Anheuser-Busch is one of my agency's largest advertisers, and their Bud Light team constantly challenges us to up the ante on what is possible in the live music space.

To win their contract renewal, our small creative team of four worked closely with Weiden and Kennedy's NY offices as well as our internal accounts and venue teams to create a diverse offering of creative materials.  After many collaborative work sessions and pitch rounds, we landed on a strong tactical approach to amplifying their Famous Among Friends campaign in a way that fits the music space naturally.

We used Hollywood Casino Amphitheater as our laboratory and built out everything from digital collateral encouraging in-seat ordering, to on-site signage and 180 degree interactive photo booth experiences.  Additionally, we built branded solar charging stations for friends to keep in touch, giant Jenga playing areas, and promoted their four-pack sales using friends oriented messaging.

Under my creative director's supervision, my partner and I actively supervised creation of all visuals, copy, production, and after-the-fact photography.