BUDWEISER | MADE IN AMERICA

Budweiser wanted to connect with a more current, more diverse generation through music. So my team and I gave them Made in America — an annual festival in Philadelphia, with founding headliners JAY Z and Pearl Jam. Made in America,  celebrates all of us making it in this country, in our own ways, as a generation as distinct as our taste in music.

We poured our hearts into every detail — from crafting the initial idea and campaign, to creating the MiA brand (including a limited-edition Budweiser bottle), to coordinating with artists, even to just designing the tickets. Our little “never-gonna-happen” idea was running successfully for over a decade.

But this wasn't just about the festival (Wikipedia).
Director Ron Howard created a Showtime documentary out of it.
And it even received praise from President Barack Obama.

Live events | PR | broadcast | social | digital | film | BRANDING | print

PRESIDENT OBAMA ADDRESSES THE CROWD

SHOWTIME DOCUMENTARY
Ron Howard was inspired to collaborate on a Made in America documentary for Showtime — featuring JAY Z, Eddie Vedder, RUN-D.M.C., Skrillex, Rita Ora, more artists, and Philadelphia locals. Watch it on Showtime now.

Here some of the the other things we made.

TV
Directed by Cary Fukunaga and premiered during the opening ceremonies of the 2012 Olympics.

DIGITAL DOCU-SERIES
Behind-the-scenes and interview series for JAY Z's Life+Times channel. We spoke with select artists and bands about their music, their roots, and what 'making it in America' means to them. Here's one with The Hives:

THE "Made in..." EVENTS
We put on over a dozen local Budweiser "Made in New York / Chicago / Dallas / Denver / Phoenix / San Francisco /..." mini festivals, promoted only through social channels. Each included local food vendors, a local host, and of course, local bands.

CONCERT LIVE STREAM
For those who couldn't make it to the festival, we live streamed performances both days from various camera angles. It's not too big of a deal now, but when Made in America launched, it was one of the first, multi-camera live streams of a festival at that time. 

PRINT
We wanted to show off the line-up in the style of concert posters, placed in music magazines such as Rolling Stone.

ANNOUNCEMENT
We worked with the city of Philadelphia and its mayor to create some PR splash.