CLIENT: AB InBev
SCOPE: Creative Development, Production, Post-Production
ROLE: Producer & Assistant Director

This campaign celebrated the partnership between Grupo Modelo and the barley farmers whose livelihoods were impacted during the COVID-19 slowdown. To honor that relationship, we kept everything authentic by practically creating the iconic bottle shape.

Preparing the field took three days, followed by a one-day shoot in Guanajuato.