Bud Light Pride

I created and managed this work in 2019, 4 years before the company publicly chose to not support this community. I choose to keep it live on my portfolio as a guide for future conversations and a record of my creative execution.

Here are some non-profits that you can support:
Brave Space Alliance • Center on Halsted • National Center for Transgender Equality

2020 BRONZE BRAND EXPERIENCE / COMMERCE & SHOPPER EFFIES

Role: Lead Creative/Sr. Art Director
Team: VP Creative Director Tony Mavrelis, Sr. Art Director Bruce Forbes, Margaret O’Brien, Jr. Art Director: Sara Paul, Copywriter: John Claxton, Mo David & Peter Kliefoth, 3-D Artist: Mark Lie

Our partners at Bud Light presented us with an exciting opportunity to showcase our creative prowess as we embarked on the challenge of developing a distinctive aesthetic, engaging activations, captivating packaging, and an irresistible call to action for the 50th Anniversary of Pride. With the stage set in New York City for the much-anticipated WorldPride, our team embraced the task at hand, striving to bring an innovative and inclusive vision to life. Our creative efforts extended beyond mere visuals as we conceptualized the creation of a limited-edition Pride bottle, serving as a tangible representation of the celebration's spirit, diversity, and progress. To ensure a comprehensive campaign, we dedicated ourselves to developing an array of supplementary materials that complemented the overarching theme and effectively propelled the partnership with GLAAD forward.

The Bottle

Bud Light approached us with a unique request - to create a special bottle that would not only serve as their beverage container but also serve a purpose in supporting GLAAD. Working closely with the ABI packaging team, we conceptualized a one-of-a-kind aluminum bottle that would seamlessly blend functionality with the message of inclusivity.
From the outset, we aimed to design a bottle that would transcend just aesthetics. We wanted to craft a visual representation of the LGBTQ+ community and its unwavering supporters - a testament to the strength and unity within. Instead of opting for sharp edge features, we envisioned a smooth rainbow effect that would elegantly sweep across the bottle's surface. This choice was intentional, symbolizing the harmonious spectrum of love, acceptance, and diversity that GLAAD champions.