Project Overview
As part of Budweiser’s global “Greatness Is Yours” campaign, the brand set out to celebrate personal ambition and cultural relevance through a powerful visual story. The campaign featured Dutch artist Snelle, capturing a moment of confidence, authenticity and self-belief, aligned with Budweiser’s broader global platform.
The challenge was to translate this message into a compelling narrative and visual world that felt culturally grounded, emotionally resonant and globally scalable.
My Role
I shaped the narrative structure and guided the creative vision during concept development and production, with a strong focus on storytelling, performance and stakeholder alignment.
Lead Art Direction, Edit & PR: Gijs van Willigen
Creative Lead Narrative Development & On-Set Creative Direction: Jasmijn van Roon
Agency: WINK
Lead Art Direction, Edit & PR: Gijs van Willigen
Creative Lead Narrative Development & On-Set Creative Direction: Jasmijn van Roon
Agency: WINK
Responsibilities
Strategy & Narrative
Developed the core script and narrative arc for the campaign film.
Defined storytelling beats, tone and emotional intent.
Ensured alignment between Budweiser’s global brand platform and local cultural expression.
Creative Direction
Oversaw storyboarding to ensure narrative clarity and visual coherence.
Provided creative direction during photoshoots and film recordings, with a focus on performance, mood and storytelling fidelity.
Collaborated closely with the artist and creative team to shape authentic on-camera moments.
Production Direction & Stakeholder Management
Acted as a creative point of contact on set for Budweiser stakeholders.
Ensured the creative intent was maintained throughout production.
Worked in close collaboration with the lead Art Director, aligning narrative direction with visual execution.
