Our Role
Creative Strategy
Art Direction
Motion Graphics
Post Production
AB-InBev: Bud Light
Will Keesee
Jonathan Pierce
Refreshing the sound of MNF
We cracked several hundred cans of Bud Light to create a new anthem
For Bud Light, football season begins with #kickoffbeers. So why not recreate the iconic Monday Night Football theme using the sound of freshly cracked brews?  Along with Draftline, we produced and directed “Canthem,” bringing to life football fandom in all its cooler, barbecue and couch-watching excitement.
The campaign was set to launch in the run up to the first Monday Night Football game of the 2022 season. The creative idea was to make a new version of the Monday Night Football song, aptly named Heavy Action, centered around fans’ second favorite football action: cracking open a Bud Light.
With a ten day turn around from brief to shoot, we turned the creative idea into a well-choreographed production plan. We set up a flexible location, a cast of actors with team swag, dozens of NFL team cans, and enough team spirit for a nation that had gone 200 days without football. Our post production team then went to work, delivering the many versions of “Canthem” that were used for broadcast, in-stadium, social posts and online ads.