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AB InBev / DraftLine
I was fortunate to be among the first hires at Anheuser-Busch's internal agency, DraftLine, where I spent four rewarding years working on Bud Light, Busch, and Natural Light. As an Art Director, I led packaging, out-of-home (OOH), and social media projects for these brands. Highlights of my time at Draftline include designing and illustrating the Post Malone 2019 Bud Light Special Edition, the Bud Light NFL Team & Super Bowl Championship Editions, the Bud Light Area 51 Limited Edition, and the St. Louis Blues Commemorative Pack. These experiences were invaluable, and I was very lucky to work with the many talented and driven people at AB InBev.
Services:
Creative Direction, Graphic Design, CPG Design, Illustration, Animation, Typography
Draftline Neon Animation
This neon was designed to help brand Draftline for its launch and we worked with Ryan Betchel to animate and bring the design to life. This logo was eventually made into a real neon sign for the NY office. ACD: Ryan Kroog Designer: GT Smith
Natural Light Sour Seltzer Spot
This limited edition launch needed a TVC and the Natty leadership really trusted our transition idea from the water in the shot to the packaging. Shout out Scout Studios for helping us achieve it. ACD: Ryan Kroog AD: GT Smith
Natural Light Vodka Launch
Directing the launch spot for Natural Light Vodka was a true honor. I didn't expect this product to ever exist and suddenly I was in charge of the launch spot. We put together storyboards and used 3D mockups to convey the visual progression I had in my mind. Luckily the aces at Scout Studios understood exactly what we were trying to do. ACD: Ryan Kroog AD: GT Smith Designer: Chelsea Peterson
Bud Light Platinum Seltzer Launch
Had the privilege of directing this launch spot with Keslie Watts (CD) for Bud Light's new Platinum Seltzer. This was shot practically on a sound stage remotely and used cameras which are able to trace their original movement repeatedly so we could fine tweak each take and have control in post. We used high-energy music, stylistic product shots, and major taste appeal, to make a splash and break through the crowded hard seltzer space. The team created two versions of the TVC, one highlighting the four Platinum Seltzer cans and one highlighting the family of Platinum products
Bud Light Blues 2019 Champions Edition
Was thrilled to design this commemorative pack for the St. Louis Blues historic 2019 Stanley Cup Win. The 3 cans were designed in a weeks time. The Retro can is based on the historic Blues logo, the champion can centers the design and contextualizes the pack and the right can represents the musical notes of the song "Gloria" which was the teams fight son. Designed the box packaging art with Chelsea Peterson to evoke the St. Louis Arc in metallic foil.
Bud Light Chiefs Superbowl Can
Each year, Bud Light releases a Superbowl can to celebrate the winning team. I designed this years winning can which blends the team colors using a distorted color halftone effect which is in the shape of footballs. I used a deco like font to speak to the Miami location for the games.
Bud Light Chiefs Superbowl Can
Each year, Bud Light releases a Superbowl can to celebrate the winning team. I designed this years winning can which blends the team colors using a distorted color halftone effect which is in the shape of footballs. I used a deco like font to speak to the Miami location for the games.
Bud Light 90's Can
Originally the brief for this was all about Florida, and because our designers knocked it out of the park we were able to sell this in as a national release and each state received these for summer. Designer: David Allison AD: GT Smith ACD: Ryan Kroog
Bud Light 90's Can
Originally the brief for this was all about Florida, and because our designers knocked it out of the park we were able to sell this in as a national release and each state received these for summer. Designer: David Allison AD: GT Smith ACD: Ryan Kroog
Bud Light Superbowl LV Tampa Can
Also was lucky to be the designer chosen for the Superbowl LV release, which was released leading up to and during the Superbowl weeks in Tampa. The can speaks to the history of Tampa which was a smugglers paradise without referencing the Buc's. I illustrated a ghost ship and weathered the can like it had been a message in a bottle. Tied in the ocean scene on the bottle with the packaging.
Bud Light Superbowl LV Tampa Can
Also was lucky to be the designer chosen for the Superbowl LV release, which was released leading up to and during the Superbowl weeks in Tampa. The can speaks to the history of Tampa which was a smugglers paradise without referencing the Buc's. I illustrated a ghost ship and weathered the can like it had been a message in a bottle. Tied in the ocean scene on the bottle with the packaging.
Bud Light Superbowl LV Tampa Can
Also was lucky to be the designer chosen for the Superbowl LV release, which was released leading up to and during the Superbowl weeks in Tampa. The can speaks to the history of Tampa which was a smugglers paradise without referencing the Buc's. I illustrated a ghost ship and weathered the can like it had been a message in a bottle. Tied in the ocean scene on the bottle with the packaging.
Bud Light Superbowl LV Tampa Can
Also was lucky to be the designer chosen for the Superbowl LV release, which was released leading up to and during the Superbowl weeks in Tampa. The can speaks to the history of Tampa which was a smugglers paradise without referencing the Buc's. I illustrated a ghost ship and weathered the can like it had been a message in a bottle. Tied in the ocean scene on the bottle with the packaging.
Bud Light Concert Posters
Designed and illustrated these to support the Bud Light Experiences at festivals across the US. Shout out Shana Barry for bringing me back signed copies.
Bud Light Concert Posters
Designed and illustrated these to support the Bud Light Experiences at festivals across the US. Shout out Shana Barry for bringing me back signed copies.
Bud Light Concert Posters
Designed and illustrated these to support the Bud Light Experiences at festivals across the US. Shout out Shana Barry for bringing me back signed copies.
Bud Light We Transfer
This campaign might be my favorite and received the most text messages of anything I have worked on. Apparently every marketing person in the world was using Wetransfer on Friday when these premiered. Had a blast working with the team on these. Art Director: GT Smith, CW: Pete Pirone Strat: Anthony Perrin, Brand Partner: Conor Mason
Bud Light We Transfer
This campaign might be my favorite and received the most text messages of anything I have worked on. Apparently every marketing person in the world was using Wetransfer on Friday when these premiered. Had a blast working with the team on these. Art Director: GT Smith, CW: Pete Pirone Strat: Anthony Perrin, Brand Partner: Conor Mason
Bud Light We Transfer
This campaign might be my favorite and received the most text messages of anything I have worked on. Apparently every marketing person in the world was using Wetransfer on Friday when these premiered. Had a blast working with the team on these. Art Director: GT Smith, CW: Pete Pirone Strat: Anthony Perrin, Brand Partner: Conor Mason
Bud Light Open for Takeout
I designed and animated this logo for Bud Light's Covid support program for struggling businesses. This sign was seen around the country and shop owners used it to show people they were open helping keep their business alive.
Bud Light Valentines Day Gift
Art Directed this lovely V day gift for Bud Light on social. We brought in every 80's photo trick in the book for this one. ACD: Keslie Watts AD: GT Smith
Bud Light Valentines Day Gift
Art Directed this lovely V day gift for Bud Light on social. We brought in every 80's photo trick in the book for this one. ACD: Keslie Watts AD: GT Smith
Draftline Logos
This takes some time but I animated these in my "free time" at work while I was at Draftline. They never used it but I like it so here it is.
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