Budweiser: “Broke Boy$”
Role: Creative Director / Director & Editor / Photographer
Client: Draftline
The Challenge
Budweiser sought culturally authentic content to connect with younger audiences, with a focus on emerging markets—particularly Africa.
My Creative Direction
Drawing on my deep engagement with global street culture, I identified the Broke Boy$—a rising fashion and music collective from Cape Town—as the foundation for an authentic partnership. I developed the creative strategy, directed a short film and social campaign, and photographed the project. Beyond content, I helped shape the campaign into a real cultural moment by collaborating with the collective to host a live event that brought together Cape Town’s underground fashion and music scenes, with Budweiser embedded organically as a sponsor.
Impact
Positioned Budweiser inside genuine youth culture
Elevated the Broke Boy$ collective internationally
Created a real-world cultural moment amplified through film and social
Broke Boy$ | short film
Meet the Broke Boy$, a collective of Black creatives who have made their way to the top of street culture in Cape Town. Proving that all you need is hard work and the courage to go for your dreams to achieve great things. Find out how the Broke Boy$ have flipped the negative connotations of being BROKE into something positive by going after their dreams.