THE CONCEPT
A hidden-camera experiment.
Post Malone shows up unannounced at
an LA dive bar and texts strangers’ best friends increasingly absurd requests: a lamp, an inflatable T-Rex costume.
Real friends, real reactions.
Rooted in Bud Light’s brand truth that the best moments happen with the people who show up. The treatment had to sell that warmth and humor before a single camera rolled.
WHAT I BUILT
« VISUAL NARRATIVE »
Translated director Paul Iannacchino Jr.’s vision into a pitch that won over Wieden+Kennedy and Bud Light.
« NARRATIVE STRUCTURE »
Paced the document like the spot itself, so it felt fun before anything existed.
« MOOD & REFERENCES »
Curated imagery that captured unscripted, hidden-camera energy while staying true to the brand.
« PRODUCTION SUPPORT »
Carried the vision from winning pitch to final delivery.
RESULTS
« PITCH WON »
Wieden+Kennedy chose our treatment over competing production houses.
« PRODUCED & RELEASED »
Covered by Complex, HipHopDX, and major entertainment media.
« CULTURAL REACH »
Part of one of the most recognizable brand-artist partnerships in modern advertising.
