7 oz Launch


The Brief: Launch Michelob ultras new smaller 7oz bottle, made for the weekday, on social media in a unique and conceptually ownable way.

Thinking social-first, we created a series of monochromatic worlds that broke through the visual clutter of the social space, and positioned the product as a mini hero to your weeknight. Shot entirely in frame by frame stop-motion animation, each video tells the story of your weekday grind lightened by the tiny treat waiting at the end.

Agency: Laundry Service, New York
Role: Concept Development | Creative Direction | Social Strategy