ab.
creative / sr. art director
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Bud Light x The Roots & Friends SXSW

If you’ve heard of the Bud Light Dive Bar Tour, well this is where it all began — SXSW 2018. This show would have gone down as one of SXSW’s most legendary experiences featuring The Roots, Ludacris, Jessie Reyez, Dermont Kennedy, and Friends…but it never happened. Before I get into that, here’s the backstory — Bud Light became Bud Light in the dive bar shared among friends. So we did just that. We transformed the raw venue, Fair Market, into a grungy dive bar.

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Inspired by The Roots discography and dive bar band posters from the early 90's to today, we designed a series of show posters blurring the lines between Bud Light and live music culture.

Inspired by The Roots discography and dive bar band posters from the early 90's to today, we designed a series of show posters blurring the lines between Bud Light and live music culture.

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We tore up, ripped and repasted the posters back together to create collage art and wild postings reminiscent of the layers of eclectic posters that litter the walls of our favorite local dives.

We tore up, ripped and repasted the posters back together to create collage art and wild postings reminiscent of the layers of eclectic posters that litter the walls of our favorite local dives.

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The artwork was tagged throughout the exterior and interior of the venue to transport fans into a dive bar state of mind.

The artwork was tagged throughout the exterior and interior of the venue to transport fans into a dive bar state of mind.

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Neons and old school Bud Light signage, Christmas lights, and an LED stage display programmed with the show posters brought the vibe to life.

Neons and old school Bud Light signage, Christmas lights, and an LED stage display programmed with the show posters brought the vibe to life.

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We even tagged the bathroom stalls.

We even tagged the bathroom stalls.

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As fans started to pack the sold out venue, everyone was forced to evacuate because of this a$$hole. He didn't get a ticket in time, so he decided to ruin it for all by calling in a bomb threat.

As fans started to pack the sold out venue, everyone was forced to evacuate because of this a$$hole. He didn't get a ticket in time, so he decided to ruin it for all by calling in a bomb threat.

Thankfully, it was fake and no one was hurt.

Thankfully, it was fake and no one was hurt.