Budweiser is an unapologetic brand that doesn’t care if you like them. Their drinkers are excited by the unknown and welcome an adventure. They needed a global signature event in music that tied a unique, iconic party to the brand’s renegade image.

OFF THE RECORD caters to the fearless music crusader - it’s a truly off the record party with no phones and more importantly…no evidence. The environment invites fans to release inhibitions and enjoy the music and occasion completely. In turn - artists are able to premier new tracks without the fear of digital leaks.

Developed OFF THE RECORD's platform positioning, visual identity, tiered activation details and an experiential toolkit.
Agency // Live Nation
Client // Budwesier
Pitch Project // 2017 Global campaign
Art Direction / Juliana Gutowski
Creative Director / Rich Santiago, Steve Raggiani