Responses by Matt Herman and Nathan Wigglesworth, creatives, Wieden+Kennedy New York
Background: When we look back at this time in our lives, we’ll remember the cardboard fan as an example of us making the best of a bad situation and having fun to the best of our ability. That felt very appropriate for Bud Light, a brand that always has sports fans at heart, and we wanted to celebrate it.
Reasoning: From the moment we first started seeing cardboard fans at Korean baseball games back in April, we knew they were here to stay. They’re so funny! So, we started trying to think like one of them. If you’re going to be in the stands watching sports, you’re probably going to want a beer.
Challenges: Getting this on air before the moment passed! The concept is so unique to this time in sports, yet we knew this would require so much post work. We worried there would be some drastic change—like the NFL season getting cancelled—before we were ready.
Favorite details: We knew the success of this two-minute short film would come down to how funny—or not funny—it looked when the cardboard guy moved. Director David Shane and his team did an amazing job trying out every possible solution until they found the one that worked best.
Visual influences: We actually looked to old silent films for inspiration, both visually and musically. We had a main character who couldn’t talk or even move his face. We knew that the musical score would have to drive his emotional story.
Specific demands: Not being there for the shoot was probably where we felt the COVID restrictions the most. From the abstract benefits of not getting personal time with the director to practical things like not being able to hear when they yell, “Rolling!” David probably loved it though.