Our Team. Our Beer. Every team’s fanbase has their own language, unique dialect, and rally cries that amplify the energy of the game and unites the whole stadium, or household, under passionate banter. The fan signs say it all.

Bud Light is first and foremost for the fans, but the Bud Light x NFL partnership has historically been a logo-forward only visual approach for each team. After the pandemic forced fans to watch the 2020 season from home, Bud Light contacted us to find the right way to rally the fans back for the 2021-2022 campaign.

The studio designed every possible touch point of the BLxNFL campaign, starting with a strategic deep dive into the subcultures of NFL fandom. Moving away from the macro, national approach, we harnessed the regional slangs, dialects, and battle cries that speak directly to the fans. Each stadium has its own vernacular of excitement, pride, and victory, forged by their unmistakable culture and unrepeatable history. It's this localized identity that energizes and amplifies its base--both locally, and nationally. With this in mind, we designed the conceptual design pathways, packaging, environmental + player/team activation, social media campaign, motion and digital animations for each stadium's megatron/ribbon banners, and an ownable social tagline, #forthefans. We worked closely with all ranks on the Bud Light team, including the head of the brand for 38 years, VP of Marketing, Andy Goeler. His excitement and enthusiasm about our creative execution rallied the whole Anheuser-Busch and NFL company and drove sky rocking sales and awareness from previous years' partnerships.