Launching the bud light Genie
For Super Bowl LVIII, Bud Light introduced the Genie: a tracksuit-wearing, party-starting character built around one simple premise: anything can happen.
As part of the draftLine team, I helped shape the Genie's personality and social world before, during, and after the Super Bowl. On set, our second unit captured social-first content alongside the broadcast production, giving the character a life far beyond the TV spot.
After launch, we brought the Genie directly to fans through social, turning comments and DMs into real-world #EasyWishes, from beer money to Zach Bryan tickets and front-row UFC experiences.
Role: Art Direction, Social
Agency: DraftLine, 2024
MAKING magic on social
From our launch on 2/6, the Bud Light Genie took over Instagram, Facebook, and X. On all Meta platforms, we leveraged a new Comment-To-DM feature which connected fans directly to the Genie when they engaged with our posts. From there, it all went down in the DMs, with the Genie granting #EasyWishes as simple as beer money and as over the top as VIP experiences to Zach Bryan concerts and front row seats to UFC events.
The Genie in the wild
