Anheuser-Busch InBev is the world’s largest brewing company, home to global brands like Budweiser, Michelob Ultra, and Bud Light. Traditionally, these brands appealed to suburban and conservative audiences. That changed with the launch of Cerveza Montejo—a beer made for the movers, shakers, and risk takers.
A Black Sheep Brand
Anheuser-Busch’s core brands leaned into Americana and mainstream appeal. Montejo broke that mold—embracing the grit and pride of L.A. street culture: lowriders, graffiti, skateboarding, tattoos, and Chicano identity. AB wanted to introduce Montejo to its target market in Los Angeles.
Creating an Experience That Breaks the Rules
In collaboration with Becca Law and Keen Ramps, we set out to break the corporate mold. The concept: throw a full-scale block party inside a downtown LA warehouse complete with a custom-built skatepark, live music, graffiti, and tattooing. The goal wasn’t to build a branded spectacle rather to throw a party our friends would show up for, with or without Montejo.
Connecting Beer to Culture
A Montejo delivery truck was parked at the center of the venue and transformed into the foundation of a custom skate feature and graffiti mural. Around it, live music played, skaters launched tricks, and artists tattooed and painted in real time. This activation brought together the very people the brand was built for—blurring the line between product and experience.
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