Budweiser | True Character

The Challenge

Budweiser came to us looking to make their Instagram storytelling a little deeper while staying in the ​big, bold style they're known for. 

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The Creative

I concepted and created the True Character campaign with three tenets: Beer of True Character, Bars of True Character, and People of True Character. In the first one, the team and I revamped their photography style to show off their product in a gritty, real way. In the second two tenets we explored people and places that fit Bud's vibe and told their stories - we shot bars all over New York City and sourced bars from abroad, and interviewed the bartenders that make them special. What resulted was an offbeat, energetic, and deeply human series about what makes bars feel like home. I concepted the campaign, wrote all of the social copy, and oversaw the photoshoots and video interviews as creative director. 

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The Results 

This campaign worked well in part because the bars and bartenders we highlighted all had passionate followings already. We were legally barred from showing favoritism by tagging bars, which ultimately worked in our favor as the campaign gained grassroots momentum with fans tagging bars and bartenders and suggesting new ones to spotlight. 

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