Budweiser needed to reinvent itself for a new global audience. And "‘Yours to Take" was the platform that started that story. Our launch film is a response to naysayers around the globe and a celebration for those who pursue success in unconventional ways—because we believe greatness is within reach for all of us to take.

Budweiser has stood the test of time as a brand that was deeply rooted in the American dream. But with the new generation of drinkers being the most progressive we have seen in decades, Budweiser needed to move from the old American dream of hard work pays off and being a “king” is the ultimate dream, to a more inclusive and collective strategic point of view.

So we developed a brand new global strategy that took Budweiser from the “king of beers” to an inspirational collective message “Yours to take.”

In a partnership with Anderson Paak, we composed an original track to synthesize Budweiser's new positioning. Yours To Take is a song meant to be catchy and a rallying cry at the same time, written for listeners to get up off their couches and take the world for themselves.

According to Paak's own words: “My new song for the campaign isn’t just a song, it’s an anthem. From my point of view, it’s like a rallying cry to those who are done listening to all the reasons why their dreams are impossible”

The song was written through an extensive collaboration between the creative team, the artist and producers in Los Angeles, CA.