UP FOR WHATEVER
Kicking off with a creative description that read; “The Truman Show meets The Game (but way less dark)…” HELO director and partner Jeff Tremaine created what is likely the largest and most complex practical jokes of all time. Looking to give one lucky dude the most epic night of his life, this real-time experience, (concept and direction by Tremaine, who also happens to be one of the creators of Jackass), the resulting insanity formed the foundation for Bud Light's, "Up for Whatever" campaign. Capturing all the wonderful chaos that ensued, our production included :30 and :60 commercials that aired during the Super Bowl, as well as a long-form version that has been seen by over 34 million people (and counting).
Ultimately, the project won HELO and BBDO the Gold Lion for Production at Cannes, a Webby award, and a Bronze Effie, not to mention becoming an enduring advertising success, recognized as one of the most original Super Bowl spots - ever.