The Creatives Room

Andes // Anti-promo

Brand: Ab inbev · Agency: Draftline · Year: 2022 · Category: Commercials · Medium: video

The frame is a high, slightly canted overhead of a middle-aged man in a sleeveless top standing at an outdoor grill beside a swimming pool, looking straight up into the lens with an open-mouthed, aggrieved expression — sunlit suburban Argentine backyard, asado in progress, another figure and a loaf of bread at the edge of frame. Naturalistic, unglamorous casting and production design: real domestic settings, hot midday light, no beer-ad gloss. The overhead angle is used as a running device to catch people at the moment the exclusion lands.

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Andes // Anti-promo - Draftline - 2022 | The Creatives Room