Latinworks - Bud Light Carne Asada Ad Campaign
MY ROLE: ART DIRECTOR
My responsibilities for this project included developing art concepts, story-boarding, graphic design, and layout design.
In the summer of 2012, Bud Light and acclaimed chef and TV host Aaron Sanchez were teamed up for a new national summer grilling campaign: "Amigos y Carne Asada." In celebrating the time-honored Latino tradition, "Amigos y Carne Asada" celebrated the perfect trifecta of beer, grilling and friends. Through his partnership with Bud Light, Sanchez hosted a series of lively parties, carne asada cook-offs and giveaways throughout the year. Additionally, Sanchez appeared in bilingual print, radio, outdoor, digital and point-of-sale materials. Known as one of the country's foremost experts in Latin cooking, Sanchez was uniquely suited for his role as Bud Light Carne Asada Master.
Using the elements of the grilling experience, combined with Sanchez's charismatic personality and tattoos, I designed a mix of point-of-sale materials that would capture this tradition. These materials included packaging, store signage, promotional materials, even a food truck.