Prior to achieving classic status, bands such as The Rolling Stones were merely ordinary garage bands. Budweiser, in its role as the primary sponsor of Lollapalooza Brazil, opted to initiate a conversation about this phenomenon, inquiring of the fans which band lineup they would wager on to emerge as a new classic. Their feedback marked the inception of the TV commercial, in which they played a starring role. Shortly thereafter, the hashtag #MyNewClassic ascended to Twitter's Trending Topics.

Role: Creative & Content Strategist