Fernando Decillis for Anheuser-Busch

Atlanta, Georgia-based brand narrative photographer Fernando Decillis had never worked with Anheuser-Busch before, but last year when the brewing company reached out for fresh assets for its Bud Light brand “Make Summer Cooler” campaign, Fernando was excited to help. The campaign’s clever tagline was dual-purposed: to showcase the brand’s line of blue beverage coolers, as well as to promote its MyCooler loyalty rewards program.

I believe Anheuser-Busch chose me for this project due to my ability to capture natural, spontaneous moments that showcase the energy and joy of the subjects. My photographic style emphasizes vibrant colors, authentic interactions, and a sense of adventure, which aligned perfectly with Bud Light’s brand identity and the desired atmosphere for the campaign.

Bud Light was introduced in 1982, as Budweiser’s flagship low-calorie beverage. Its parent company, Anheuser-Busch, was founded by German immigrants in 1852 in Saint Louis, Missouri, where it is still headquartered. Anheuser-Busch, as part of Anheuser-Busch InBev SA/NV, is the currently world’s largest brewing company, including global brands Budweiser, Stella Artois, Michelob, and Beck’s. 

This project with Anheuser-Busch involved both remote and in-person planning. 

We had initial discussions remotely to establish the overall concept, vision, and logistical details. Once the ideas were solidified, we further collaborated in person to fine-tune the specifics, such as location scouting and coordinating with the talent involved.

For Fernando, the goal of these images was clear:

To capture the carefree, fun-loving spirit of Bud Light’s brand identity. Bud Light is known for its association with good times, friendships, and enjoyable experiences. The intent was to convey these attributes through the images and create a sense of connection with the target audience.

That said, for a major brand like Bud Light, the curation of each campaign can be meticulous.

The location for this campaign was carefully chosen to reflect the desired atmosphere. It was a picturesque outdoor setting, such as a beautiful park for the picnic shot, a vibrant beach for the beach shot, and a stunning lake with a dock for the lake shot. The locations were accessible but provided a remote and natural feel, allowing us to capture the essence of each setting. We worked with varying conditions, such as natural lighting and weather, to add authenticity to the images. The on-site duration depended on the complexity of each shot, but we typically spent 4 hours on location.

Fernando reported that on set, the energy of the photoshoot was lively and enthusiastic.

The atmosphere was filled with laughter, excitement, and a sense of camaraderie among the talent and crew. The favorable weather aligned with the desired mood and allowed us to take advantage of the natural beauty of the locations. In addition to the agency and the client, the crew consisted of my producer, the talent, food stylists, wardrobe stylists, art dept, hair and makeup, assistants, a few PA’s and myself.

For Fernando, working with the talent for this shoot was a fantastic experience.

They were a group of young adults who embodied the spirit of Bud Light’s target audience. Their enthusiasm, natural chemistry, and willingness to have fun made it easy for me to capture genuine and authentic moments. Establishing a connection with the subjects is crucial, and my ability to create a relaxed and enjoyable atmosphere helped them feel comfortable in front of the camera.

As with any project, there were constraints Fernando had to adapt to and work with. 

These included time limitations for each shot, specific locations that needed to be scouted and secured, and a budget that guided our overall planning and execution. However, these constraints fueled our creativity and encouraged us to find innovative solutions while staying true to the project’s vision.

In terms of creative, technical, and logistical challenges, Fernando had this to say:

I had to find unique angles and perspectives to showcase the Bud Light brand while ensuring the images felt authentic and relatable. Technical challenges included capturing action shots with precision, especially during the beach and lake scenes. Logistically, coordinating the schedules of the talent, weather conditions, and managing equipment during outdoor shoots presented their own set of challenges.

Thinking back on the project and beyond, Fernando is always honing his portfolio and abilities. 

I further refined my skills in capturing dynamic moments, working with diverse landscapes, and managing a team efficiently. Additionally, collaborating with a well-known brand like Bud Light expanded my portfolio and opened doors for future projects.

Good vibes on set contribute to the realness of any brand’s “feel good” narrative. 

One of the most memorable moments during the project was capturing the talent’s genuine laughter and happiness. It created a contagious energy that translated beautifully into the photographs. The surprises came from unexpected interactions and impromptu moments of joy that added an extra layer of authenticity to the shots.

Fernando closed out with gratitude for the many hands that made light work of this Bud Light photoshoot.

The project involved a collaborative effort with a team of talented individuals, including stylists, agencies, creative directors, and producers who helped bring the campaign to life. Their expertise and contributions played a significant role in the overall success of the project.

See more of Fernando’s work on his website.

Further Reading
Read about Fernando on our blog.

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