Creative Director / Art / Experiential
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Made In America

Budweiser wanted to connect with a more current, more independent generation through music, so my team and I gave them... Made in America. 

We started a yearly festival in 2012 headlining Jay Z and Pearl Jam, in Philadelphia to celebrate all of us making it in this country, in our own ways, as a generation as diverse as our taste in music.

The 2013 line-up included Beyonce and Nine Inch Nails as headliners.

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TV :60 Budweiser Made in America - Makers of Tomorrow

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 There were 3 main play spaces at the festival. Guests were able to get access to them throughout different activations before and during the festival. The Beach Club, The Backyard and Made in Philly.

There were 3 main play spaces at the festival. Guests were able to get access to them throughout different activations before and during the festival. The Beach Club, The Backyard and Made in Philly.

 The Beach Club play space was the ultimate party spot for the EDM crowd. Guests were able to get a heightened view of the EDM stage with an elevated deck build out. Misters, white beds, umbrellas and beach balls added to the beach feel. A roped off area with wait staff and table service was available to attendees who won the text to screen activations via monitors onsite.

The Beach Club play space was the ultimate party spot for the EDM crowd. Guests were able to get a heightened view of the EDM stage with an elevated deck build out. Misters, white beds, umbrellas and beach balls added to the beach feel. A roped off area with wait staff and table service was available to attendees who won the text to screen activations via monitors onsite.

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 Imagine Entertainment's Ron Howard and Brian Grazer signed on to film a documentary about the fabric of what it means to be Made in America -- what the festival represents and why JAY Z is part of it. Howard directed the film, Produced by Grazer alongside Translation founder and CEO Steve Stoute and the global transmedia company @radical.media. Executive producers JAY Z, and Paul Chibe Anheuser-Busch VP Marketing Officer .

Imagine Entertainment's Ron Howard and Brian Grazer signed on to film a documentary about the fabric of what it means to be Made in America -- what the festival represents and why JAY Z is part of it. Howard directed the film, Produced by Grazer alongside Translation founder and CEO Steve Stoute and the global transmedia company @radical.media. Executive producers JAY Z, and Paul Chibe Anheuser-Busch VP Marketing Officer .

 Video testimonial booths were located in each play space encouraging attendees to record clips of themselves reciting their own iteration of how they MAKE IT in America everyday. The booths also allowed attendees to print BMIA themed photos of themselves.

Video testimonial booths were located in each play space encouraging attendees to record clips of themselves reciting their own iteration of how they MAKE IT in America everyday. The booths also allowed attendees to print BMIA themed photos of themselves.

 For those not at the festival, there will also be video tie-ins through the Budweiser Made In America website.

For those not at the festival, there will also be video tie-ins through the Budweiser Made In America website.

 The Mural Wall was a place where patrons could see art come alive. Mural and Graffiti artists were invited to create large scale images in association with the festival theme. It was an all day process for the artist and a place patrons came back multiple times to check on he status of the work.

The Mural Wall was a place where patrons could see art come alive. Mural and Graffiti artists were invited to create large scale images in association with the festival theme. It was an all day process for the artist and a place patrons came back multiple times to check on he status of the work.

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 Using Instaprint technology, photographs taken by attendees and tagged with a dedicated hashtag were turned into a Mosaics of the American Flag.

Using Instaprint technology, photographs taken by attendees and tagged with a dedicated hashtag were turned into a Mosaics of the American Flag.

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The Made In Tour

The Made In Tour

To build national anticipation of the festival, Budweiser hosted 30 parties across the country starting in April and leading up to the festival weekend. Parties featured high-caliber indie and electronic talent, Budweiser and much more. Fans that volunteered at America Made Better watershed cleanups leading up to the parties were granted VIP access.

Budweiser fans visit BudweiserRSVP.com to claim their spot and learn about what to expect. Once onsite fans experience:

Premiere of Budweiser bowtie cans 

Budweiser Black Crown sampling

T-shirt & sunglasses customization 

Commissioned local artwork

Social/ digital integrations 

Opportunity to win festival tickets and paid trips

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 T-shirts were printed on-site with the name of the city the Made In Tour was stopping at. The first 100 shirts were free, and the rest were sold  as official tour merchandize. People were encouraged to share pictures of themeselves wearing the t-shirts for a chance to be selected for an artist meet-and-greet at the end of the night.

T-shirts were printed on-site with the name of the city the Made In Tour was stopping at. The first 100 shirts were free, and the rest were sold

as official tour merchandize. People were encouraged to share pictures of themeselves wearing the t-shirts for a chance to be selected for an artist meet-and-greet at the end of the night.

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 Digital walls were aggregating content from the hub and the local event, pulling in tweets and Instagram pictures in a colorful display of red, white and blue. As the tour builds, so does the display. Throughout the night Budweiser music content that tells their heritage story was highligted. The Wall of America social feed traveled across the nation and culminated at the Budweiser Made in America Festival telling the full story of the Made In Tour.

Digital walls were aggregating content from the hub and the local event, pulling in tweets and Instagram pictures in a colorful display of red, white and blue. As the tour builds, so does the display. Throughout the night Budweiser music content that tells their heritage story was highligted. The Wall of America social feed traveled across the nation and culminated at the Budweiser Made in America Festival telling the full story of the Made In Tour.

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