To promote its Bud Select brand, Anheuser Busch wanted to hit a nerve with beer drinkers in their late 20s and early 30s who are experiencing that oh so sweet time in life–they have a real job, disposable income and are not necessarily married, so they can go out and not have to worry about obligations. The company tapped DDB Chicago to create a Web-based animated series called “Crowntown” (www.crowntown.tv) featuring five friends who get into situations this age group can relate to. Instead of using real people, stick figure-like characters were derived from the five main spikes of the Bud Select logo and New York-based animation company PSYOP/Blacklist brought them to life.
“We wanted to figure out a way to make it so that no other beer could do what we were trying to do,” said Don Pogany, group creative director at DDB, adding that they also tried to consider Bud Select within the family of its two brethren–Budweiser and Bud Light.
“We wanted to create a little separation and distinction and make Bud Select a little bit more special. The same drinker might enjoy all three brands but at different times. Our way of looking at Bud Select was going from the notion of ‘hanging out’ to ‘going out.'”
The team had to be careful not to speak down to people or seem aloof. “We tried to develop situations that they might get into that would be a little more upscale like a Saturday night at a club, but still have some humor and realness,” said Pogany.
Take the “Bathroom” episode for example. Who couldn’t relate to the awkwardness that can come from being assisted by a bathroom attendant at a nightclub? Do you tip every time you go in the bathroom, and how much do you tip? In “Elevator,” Boone, one of the characters, gets stuck in an elevator with a beautiful redhead. The situation is less than ideal because he has an upset stomach and needs to use the restroom. He text messages his friends that if he doesn’t get out in 10 minutes, the unthinkable is going to happen. The irony is they are at the grocery store in the toilet paper aisle when they get his text.
Boone’s friends include Tee, Dutch, Jennie and Larry. Each has a distinct personality and background that exemplifies their life in Crowntown. The website also features mini profiles of each character and a map of Crowntown highlighting the spots where they spend most of their time, like the Flop Bar and Mixolydian, the music studio where a few of them work.
Pogany chose PSYOP/Blacklist to bring the characters to life because he liked how they maintained the character of the brushstrokes in the original crown logo. “They really kept it minimalist. You’ll see a key prop here and there, like the awning on the club, or get the sense of them being in the hot tub, but we wanted to be able to do that through negative space wherever we could,” he said.
To give animation director Pistachios a visual reference that might trigger some ideas, Pogany said they actually went to a stage and filmed actors performing the material. New episodes are currently in development. He said the next “season” will delve deeper into the back stories of the characters. The campaign is being promoted on YouTube and in banner ads.
Producers Douglas Wick and Lucy Fisher To Receive Harold Lloyd Award From The Advanced Imaging Society
Producers Douglas Wick and Lucy Fisher will be presented with the 2025 Harold Lloyd Award in recognition of their producing achievement in creating Gladiator II at The Advanced Imaging Society’s (AIS) 15th annual Lumiere Awards luncheon, which takes place Friday, February 7, 2025, at the Beverly Hills Hotel.
Empowering their storytelling with groundbreaking technology and skill, Wick and Fisher have thrilled audiences and driven the film industry forward for three decades. Their steadfast dedication to the highest standards of cinematic excellence have resulted in epic films, including Memoirs of a Geisha, The Great Gatsby, the Stuart Little franchise, the Divergent Series and both Gladiator films. The first Gladiator earned Wick an Academy Award® for Best Picture. In light of their consistent and distinguished contributions over the years, as exemplified by this year’s Gladiator II, the Advanced Imaging Society wished to recognize the team with this year’s esteemed Harold Lloyd Award.
“Doug Wick and Lucy Fisher of Red Wagon Entertainment have revolutionized modern filmmaking with their bold storytelling and ability to elevate large-scale productions to epic levels,” remarked Jim Chabin, AIS president. “Their work has not only captivated audiences but also redefined filmmaking standards, leaving an indelible mark on the art of cinema. At AIS. we deeply admire their visionary contributions and enduring influence on the film industry.”
Suzanne Lloyd, granddaughter of the late, great Harold Lloyd, remarked, “Doug’s artistic vision and Lucy’s dynamic leadership have brought authenticity, beauty and profound emotion to some of our favorite epic films. Together, they are a... Read More