BUDlight x NFL100
- Aug 8, 2019
- 1 min read
Updated: Jun 8
Project: BUDlight x NFL100 Client: Bud Light Agency: 160over90 Production / Studio: 160over90
Executive Creative Director: Roni Sebastian Group Creative Director: Eric Lamb Senior Art Director: Karim Youssef ACD: Joel Kennedy ACD Copy: Rachel Yanovski Producer: Nicole Choe
Bud Light and NFL 100 connect football culture with social-first campaign energy.
160over90 carried the agency and production sides of the assignment, which kept the strategic read, creative development, production decisions, and final delivery moving as one connected pipeline.
On BUDlight x NFL100, Karim Youssef's hand shows up in the craft layer: the way image, motion, edit, and finish turn the assignment from a set of assets into a coherent piece of communication.
The work had to move cleanly through digital and social channels, where the idea has to land fast but still feel considered, designed, and finished.
The result is a focused creative piece with a clear idea, a disciplined visual system, and enough craft to hold attention past the first look.
The craft is in the translation from idea to finished form: keeping the concept intact while making every image, transition, and interaction earn its place.
The media is placed as part of the read, not as an afterthought: finished work first, then the details that explain the choices behind it.
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