Heading the Budweiser Global business for Anomaly, I was given the gift as my first project: to “re-launch” the “Be a King” campaign by dimensionalizing the brand through shared storytelling via a royal ambassador. The criteria: A shared journey of grit and determination, a will to never give in, and the power to truly become a King. After an exhaustive journey to find the right person to carry this mantle, we began to craft this true story through the poetic voice of our newest King - Halsey.

MEDIA  Campaign / Content / Social / Merch
ROLE  Group Creative Director
AGENCY  Anomaly New York

From a comprehensive rollout that crosses oblique hints, social posts/support from influencers and friends who’ve witnessed her rise, alongside a rich content suite that brings her struggles and successes to life, including her spoken word as its own lyric video…well, we knew that this was the way to bring her story to life.

As a follow-up, it also became a perfect opportunity to directly engage her fanbase and give back to those whose stories parallel Halsey’s own. As a final tip of the crown, we created a co-branded merch collection, designed by our team and Halsey’s own hand, and offered it to her audience with all of the proceeds going to the National Alliance to End Homelessness. An emotional story and the will to do good. That is what being a King is all about.