Bud Light Golden Wheat
Palm + Havas
Fall 2009

Golden wheat and foamy head aren't the only things that got us excited to shoot the new Bud Light product in larger than life bottles and glasses.

In the spirit of the beer's uniquely 'huge flavor', 'Huge' became the campaign theme, and a fun idea to explore visually. So, being the pragmatists that we are, we consumed 'huge' amounts of the product and dreamt up a wicked plan. We built large scale bottles and glasses, along with the required gadgetry for all the pour shots to be captured at 3X the original scale. This gave the cinematography an unusual feel as we were able to retain an extraordinary amount of depth of field and information in the images, circumventing the constraints of miniature table-top photography. This approach opened unchartered territories for the camera to venture into. Furthermore, we framed the shots in such a way that would convey the huge idea through oversized footage, with imagery bleeding outside of the screen, creating unusual croppings.

In the spirit of 'Huge', Anheuser-Busch recently made a big stir by buying all the national ads for an episode of "Saturday Night Live" to air these spots for its newest product. The event represents the first time in the 35-season history of the show that a single advertiser bought all the commercial time in the broadcast, and we are honored to be a part of that history.

Our deepest thanks to the great folks at Palm+Havas for bringing this one our way.