Bud Light Pride

I created and managed this work in 2019, 4 years before the company publicly chose to not support this community. I 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

For Bud Light's 50th Anniversary of Pride, we crafted a unique aesthetic, engaging activations, captivating packaging, and a bold call to action for WorldPride in NYC. Our team designed a limited-edition Pride bottle embodying celebration, diversity, and progress, along with materials to amplify the GLAAD partnership and unify the campaign.

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.