anheuser busch
Creative Director
Justin Lawler
Art Director
Meghan Burch
Designer
Ricky Peterson
Project Timeline
1 Year
the objective
A full year. Multiple
sub-brands. Dozens of deliverables. The ask from Anheuser-Busch was to develop a body of creative work that brought each of their brands into 2025 looking sharp, consistent, and culturally relevant. From printed materials to collaborative POS, the goal was elevation across the board.
brand collaboration
AB doesn't just partner with brands, they partner with institutions. MLB, NBA, NCAA, Stagecoach, BornxRaised, Street League. The collaborative work had to earn its place in those environments, not just show up with a logo. Large-scale events, exclusive merchandise, and POS activations that actually moved product. Every piece had to feel like it belonged at that level, because it did.
promotional gear
The physical work covered serious ground. Event tents, cornhole sets for tailgates, festival bandanas, step-and-repeats, branded jackets. The range of formats demanded a team that could context-switch without losing quality, and the throughline across all of it was the same: make the sub-brand feel like a brand. Not a sponsor. Not a vendor. A presence people actually wanted to be around.
Promos & Content
This is where the year really lived. Content creation was the backbone of the partnership, and it required showing up in person. On-location shoots, an in-house studio built for product photography, assets gathered across events and activations throughout the season. Budweiser at Stagecoach. Kona at Warped Tour. NUTRL across NCAA and on-prem placements. Estrella Jalisco sweeps campaigns. Each one required a different creative energy while staying true to the brand it represented.
