A couple of years ago, I had the opportunity to help FCB Chicago with a couple of big projects for Michelob Ultra. This one went on to earn a ton of awards, including multiple Lions and two (!) Grand Prix at Cannes, pencils from The One Show and D&AD, and was named the world’s #1 most awarded campaign for effectiveness by WARC. The primary team on this campaign had their vision and ran with it, so I provided a supporting role covering smaller aspects of the project. I wrote copy for some landing pages, was involved in pre-production meetings and director searches, and location scouting for supplemental videos with brewers and USDA certification officials, but the majority of this output was from the primary creative team, Tim & Niels. This validated my belief that sometimes the best thing for creative directors to do is back up their teams while staying the hell out of the way.
