CLIENT:
Budweiser
Budweiser
PROJECT:
360 Marketing Campaign
360 Marketing Campaign
ROLE:
Associate Creative Director / Art
Associate Creative Director / Art
CORE CONCEPT:
It was all a dream...
Budweiser’s, Raise the Crown platform celebrates the culture, giving voice and opportunity to anyone chasing their own American dreams to raise the volume, raise a Budweiser, and Raise The Crown to Hip-Hop.
So what better way to celebrate 50 years of Hip-Hop than by highlighting the King of NY, that has inspired generations through the very thing that inspired him. Word Up Magazine x Biggie is a look into the profound effect The Notorious had on the culture by chasing his own dream, with articles by Elliott Wilson, illustrative depictions of key moments in his life, and a letter from his mother Voletta Wallace.
Budweiser’s, Raise the Crown platform celebrates the culture, giving voice and opportunity to anyone chasing their own American dreams to raise the volume, raise a Budweiser, and Raise The Crown to Hip-Hop.
So what better way to celebrate 50 years of Hip-Hop than by highlighting the King of NY, that has inspired generations through the very thing that inspired him. Word Up Magazine x Biggie is a look into the profound effect The Notorious had on the culture by chasing his own dream, with articles by Elliott Wilson, illustrative depictions of key moments in his life, and a letter from his mother Voletta Wallace.
EDITORIAL:
Along with the editorial team at Doubleday & Cartwright we worked to re-imagine Word Up! Magazine in 2023. Through careful reference of the original magazine, typography, illustration, and layout choices we created a magazine that was authentic to its history while feeling contemporary.
RELEASE EVENT:
To celebrate the nationwide release of the magazine, we put on an exclusive event at Extra Butter NYC.
Showcasing the magazine spreads, photography, and illustrations, and Statik Selektah spinning, we invited NYC’s past, present, and future of Hip-Hop.
Showcasing the magazine spreads, photography, and illustrations, and Statik Selektah spinning, we invited NYC’s past, present, and future of Hip-Hop.
DESIGN / ART DIRECTION:
Across the editorial and marketing art direction this project was an exercise in archival aesthetic with a contemporary feel. While the magzine was intentional in its reserved use of Budweiser brand elements the marketing worked to tie the brand to the magazine.
Utilizing Budweiser’s iconic red and Bud Bold font we created a system that taking inspiration from film photography and old school CRT Tvs from the early nineties. The result was a system that ensured Budweiser’s roel in the project was clear while also feeling true to the era and culture.
Utilizing Budweiser’s iconic red and Bud Bold font we created a system that taking inspiration from film photography and old school CRT Tvs from the early nineties. The result was a system that ensured Budweiser’s roel in the project was clear while also feeling true to the era and culture.
CREDITS:
ACD Copy: Michael Checklick
CD: Robert Gilbert
Editorial CD: Esteban Irwin
Editorial Partner: Doubleday& Cartwright
Agency: Cashmere
ACD Copy: Michael Checklick
CD: Robert Gilbert
Editorial CD: Esteban Irwin
Editorial Partner: Doubleday& Cartwright
Agency: Cashmere