Role: Art Direction, Concepting, Design

With Bud Light's entrance into the world of eSports, we were tasked with developing the program and creative for the Bud Light All-Stars - a platform in which fan's choose from their favorite gamers and vote to select the top 5 All-Stars.

The challenge was to develop a visual language that resonated with the gaming world while staying true to the Bud Light brand.

Exploration

Exploration

The Invitation

All 20 nominated players would receive an exclusive package with a customized trophy glass in a swivel case, and a fold-out booklet that reveals information about the program with a unique congratulatory message.

The selection

From this selection of 20 of gaming's finest, fans narrowed it down to their top 5 favorite athletes and the All-Stars were chosen via Twitter voting.

Many of the players even created their own campaigns to encouraged voting on Twitter:

Needless to say, the winners were pretty excited:

The All-star life

We gave the player's a taste of All-Star life with a mansion to stay in during E-3 in Los Angeles.