Beer Country — Budweiser
- Agency
- Mosaic
- Concept and copy
- Mosaic’s creative team
- Creative development with Mosaic, leadership of the editing team and direction
- Ivan Mena-Tinoco
I worked alongside Mosaic’s creative director and team to develop more than 100 approaches to the Budweiser brief. I led the team of editors who made previews of the commercial. We worked from visual scripts and storyboards into 3D animatics that let us watch the entire film, in sequence, before the shoot.
When we showed the animatics to test audiences, we measured pupil dilation, body temperature, skin moisture and heart rate as people watched. We could follow their physical responses through the cut and go back to the moments we wanted to feel different. That informed both the idea and the edit. Before I shot a frame, we knew how the people in those screenings had responded to the preview.
We won the Budweiser campaign, and I directed Beer Country, filming across the United States. In one minute, a Clydesdale’s journey across the country had to remind people what they still held in common at a moment of division.