TIM MADRID
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Bud Light x Arcane

In promotion for the release of Riot Games’ Arcane series on Netflix, Bud Light sought to bring the League of Legends’ universe into the real world at the XP-1 event. Pack and serve concepts took inspiration from the fictional cities of Zaun and Piltover as well as tap handles worthy of the series’ legendary pub, The Last Drop.

Creative Director: Keslie Watts
Associate Creative Director: Dan Camano
Art Director: Kristen Price
Senior Designer: Tim Madrid
Copywriter: Edward Stockwell

Work created at AB InBev / DraftLine

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With a mix of styles old and new, Bud Light brought the fantasy mashup worthy of Piltover elites

With a mix of styles old and new, Bud Light brought the fantasy mashup worthy of Piltover elites

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A little dark and dangerous, the Last Drop lies in the heart of the industrial undercity of Zaun

A little dark and dangerous, the Last Drop lies in the heart of the industrial undercity of Zaun

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Drawing from the tech and energy of Arcane, the Last Drop at XP-1 was powered by Bud Light

Drawing from the tech and energy of Arcane, the Last Drop at XP-1 was powered by Bud Light

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