CREATIVE BUDWEISER CAMPAIGN SHOT BY CANDELA
- Mauricio Candela
- Oct 30, 2019
- 3 min read
Updated: Oct 20
A bold campaign that encourages responsibility through raw imagery
In a daring and thought-provoking collaboration, Budweiser and its creative partner David The Agency launched a powerful Halloween campaign aimed at raising awareness about responsible drinking. For this visually impactful initiative, Mauricio Candela was selected to lead the still photography, tasked with recreating strikingly real mug shots of individuals who had previously been arrested for minor infractions during Halloween week in prior years.
The campaign's message was clear: don’t let one bad decision define your night. With Halloween being a high-risk period for alcohol-related incidents, Budweiser chose to speak directly to its audience by showcasing authentic consequences in a raw and visually compelling way.
Concept and Execution: Realism at Its Finest
One of the most defining aspects of this campaign was the use of real people—individuals who had actually been arrested during past Halloween celebrations. This made the production phase both challenging and deeply authentic. The search for talent was exhaustive, involving weeks of work alongside attorneys, placing targeted ads on Facebook, reaching out to bail bonds offices, and combing through public records to identify potential participants. Once candidates were found, the next step was to determine if they were willing to appear in the campaign. Many agreed, motivated by the fact that the project carried a meaningful message and served a good cause.
With the talent secured, Candela’s creative challenge began: recreating mug shots that felt honest and unfiltered, without any hint of a staged or overly commercial approach. Every element—lighting, wardrobe, makeup, facial expressions, set design, and post-production—was carefully orchestrated to preserve a raw, documentary-style aesthetic.
“The goal was to make it feel authentic,” said Mauricio Candela, campaign photographer. “If the viewer doesn’t question whether it’s a real mugshot, we’ve succeeded.”
Behind the campaign: Teamwork and meticulous planning
The success of this campaign is a testament to collaboration and communication between agency, client, and production team. The three-day shoot required precise coordination, with each department working toward a shared vision. Candela worked alongside stylists, makeup artists, production designers, and post-production teams to ensure each shot hit the right emotional tone.
The stills were complemented by a wider multimedia rollout, including street activations, digital campaigns, and social media storytelling. The campaign also garnered attention across major marketing and advertising outlets such as:
Adweek
AdAge
Marketing Dive
Muse by Clio
Target Marketing
Clube de Criação
Case study highlights and press coverage
The campaign became a reference point in responsible marketing strategies, earning media recognition for its powerful concept and real-world impact. By blending gritty realism with a socially conscious message, Budweiser positioned itself not just as a beverage brand, but as a voice advocating for smart choices.
Key takeaways from the campaign:
Real people, real consequences, real awareness.
Blending photography with storytelling for maximum emotional resonance.
A case study in how creative execution and public service can intersect effectively.
CASE STUDY
PR AND ARTICLES
BTS
CREDITS
Production credits
Agency: David The Agency Client: AB InBev – Budweiser US Creative Team:
Global CCO: Pancho Cassis
Global COO: Sylvia Panico
Group ECD: Tony Kalathara
Creative Directors: Danny Alvarez, Fernando Pellizzaro, Jason Wolske, Jean Zamprogno
Art Director: Aaron Willard
Copywriters: Dan Flora, Jaime Villalva, Jared Schermer
Producers: Ally Churchwell, Renata Neumann, Marina Rodrigues
Planning: Jon Carlaw, Matias Candia, Anastasia Lara
Account Team: Gabriella Fabbro, Monique Beauchamp, Carolina Foster
Business Affairs: Barbara Karalis
Still Photography:
Photographer & Retoucher: Mauricio Candela
Producer: Michelle Jayme
Production Coordinator: Grecia Quintero
Production Designer: Jorge Zelada
Styling: Angela Fisher, Katerina Forkin
Supporting Agencies:
Media: Dentsu
PR: 3pm Agency (McCann World Group)
Social Media: Social Code
Final thoughts
This Budweiser campaign was more than just clever advertising—it was a cautionary tale wrapped in powerful storytelling. Through realistic mugshots, the team reminded us that even one night of poor judgment can leave a lasting mark. Candela’s ability to convey such a message through raw, unvarnished visuals solidified his reputation as one of the most versatile and impactful commercial photographers working today.
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