Budweiser
Across multiple years, I worked on a range of Budweiser cultural initiatives centered on music, live experiences and community participation. The work spanned content, digital platforms and experiential activations, with the objective of turning music sponsorship into active cultural involvement rather than passive visibility. Within this broader music ecosystem, key highlights included Budweiser’s presence at Lollapalooza and the evolution of the Yours To Take platform, where the brand moved beyond festival sponsorship to create open opportunities for emerging artists and deeper connections with fans through participation, discovery and shared experiences.
Client
Budweiser
Campaign
Lollapalooza // Yours To Take //
Category
Music and Culture Campaign
Brand Activations
Social Media
Role
Creative Direction, Experiential, Content
Lollapalooza Music Festival // For one of the world’s most influential music festivals, Budweiser developed a series of content pieces and live activations designed to connect with fans beyond the stage. Spanning pre-festival anticipation, on-site experiences and post-event storytelling, the work translated Budweiser’s long-standing relationship with music into cultural participation, positioning the brand as part of the experience rather than a traditional sponsor.
Yours To Take // Music as an open stage: turning sponsorship into a platform for creators. Building on Budweiser’s established presence in music culture through initiatives such as The Beer Behind the Music, the brand evolved its approach under the global Yours To Take positioning. The objective was to move from visibility to enablement. We took advantage of this momentum to create a regional music platform that opened real opportunities for emerging artists.
Key initiatives included Bud Stage, an open call inviting new musicians to upload original tracks and compete for the chance to perform as opening acts at Budweiser-sponsored shows, and Roadmap, a digital hub mapping venues, gigs and cultural moments across the country to connect fans with the local music scene, allowing them to win tickets, merch and interact with artists along the way. Together, these initiatives reinforced Budweiser’s long-term commitment to music culture by supporting new voices and transforming sponsorship into active participation. We leveraged our own experience as amateur musicians and producers, concert-goers and fans to give Budweiser consumers the same emotional resonance and connection through the power of music.
