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Budweiser: Respect
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Since the tragedy of 9/11, Budweiser has traditionally honoured the memory of that day with 'Respect' - a spot featuring the legendary Budweiser Clydesdales journeying to NYC in remembrance of its fallen heroes. However this year, to mark the 20th anniversary, Budweiser hoped to completely revamp the visuals, all while only using footage from the original spot, which first ran during the 2002 Super Bowl, and again on the 10th anniversary, in 2011. Tasked with this massive visual effects challenge, the brand and DAVID The Agency turned to award-winning studio Ntropic for a new vision of “Respect” that continues to celebrate the nation’s enduring strength. This latest version of “Respect” represents the second update of the seminal spot, each depicting a new season, new cityscape and different tone. The original 2002 spot, set in a snowy winter, featured NYC without the World Trade Center buildings while 2011’s update moved the setting to a greener season with the Freedom Tower under construction on the NYC skyline. Now, for the 20th anniversary, the Ntropic team brought things into the present.
VFX: Ntropic Related |
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