BUDWEISER x HARLEY DAVIDSON
Commercial Shoot
Agency: Draftline
Role: Art Directo / Graphic Designer
Role: Art Directo / Graphic Designer
I collaborated with my creative team to develop a commercial concept bringing together two iconic American brands: Budweiser and Harley-Davidson. The challenge was to create a visual world where both brands could coexist naturally, drawing from their shared associations with craftsmanship, heritage, individuality, and American culture.
The concept centered around hardworking individuals coming together in a garage—working on their motorcycles, sharing stories, and enjoying a cold Budweiser. More than simply a backdrop, the garage became an important part of the narrative: a familiar space rooted in craftsmanship, camaraderie, and a passion for the open road.
The concept centered around hardworking individuals coming together in a garage—working on their motorcycles, sharing stories, and enjoying a cold Budweiser. More than simply a backdrop, the garage became an important part of the narrative: a familiar space rooted in craftsmanship, camaraderie, and a passion for the open road.
From concept development through visual direction, I helped shape the overall aesthetic and storytelling of the campaign, considering casting, wardrobe, environment, lighting, product placement, motorcycle details, composition, and cinematography to ensure both brands felt authentic and equally represented. Budweiser’s recognizable visual language was woven naturally into a world inspired by Harley-Davidson’s motorcycle culture, creating moments that felt lived-in rather than staged.
The resulting creative direction celebrated the shared spirit of both brands through a cinematic, character-driven approach—bringing together beer, motorcycles, craftsmanship, and community in a visual story designed to feel distinctly Budweiser and unmistakably Harley-Davidson.
The resulting creative direction celebrated the shared spirit of both brands through a cinematic, character-driven approach—bringing together beer, motorcycles, craftsmanship, and community in a visual story designed to feel distinctly Budweiser and unmistakably Harley-Davidson.
MOODBOARDS
The moodboard established the visual foundation for the concept, bringing together references for lighting, environments, casting, wardrobe, motorcycles, composition, and overall tone. The goal was to define a cinematic, authentic aesthetic that captured the shared spirit of Budweiser and Harley-Davidson while guiding the creative direction for the commercial.