ABOUT

Client: AB InBev
Agency: Jones Knowles Ritchie
Global ECD: Sean THomas
Creative Director: Jacob Bebbington

A project for Budweiser and Budweiser 0.0 celebrating their sponsorship of the FIFA World Cup 2026. Inspired by the split second after a goal is scored, when pints are thrown skywards in celebration, the campaign captures beer erupting from flying cups mid-air. Shot entirely in camera using timed projection devices and high-speed photography, every droplet and burst of confetti was frozen with controlled lighting, creating moments that feel spontaneous while precisely showcasing Budweiser’s signature golden tones.

What reads as explosive, beer-soaked match-day celebratory chaos is in fact a tightly engineered piece of practical filmmaking. Every flying cup, every erupting splash was shot entirely in-camera. Using timed projection devices programmed down to hundredths of a second, all running along a robotic timeline, we launched cups at precisely calculated trajectories. The aim: to create the illusion of a spontaneous, euphoric crowd moment, while knowing exactly where everything would hit its mark during the sequence.
No CGI. No AI. No randomness. Just controlled physics, liquid dynamics, and a lot of testing.