For the introduction of Michelob Ultra to the market we needed to develop a visual language that would be extremely flexible and translate across a multitude of formats, mediums and languages. After developing the initial concept that would be used as the base “refreshing” platform, I worked closely with the photographer to build a library of bottle and splash photography that could be moved, arranged, and cropped independently of each other.
For specific market applications we paired the campaign with active lifestyle imagery. Extending the campaign’s effectiveness to athletic, recreational, and ethnic sub-markets. The simple and direct tagline “this is your beer” with the carbohydrate and calorie count, further emphasized ownership for the health conscientious consumer.
The campaign was rolled out to market across OOH, DOOH, digtal, On and Off premise merchandising mediums.
- Creative Direction