IT’S MALUMA, BABY.
As a low cal/low carb beer, Michelob ULTRA had already established its relevance in the fitness realms of running, cycling, and golf. But as the fitness & wellness category became more expansive, the ULTRA brand needed to evolve its definition to be more all-encompassing. Aspirational figures aren’t limited to cross-fit gym rats, but everyday people who live healthier in their own way.
Our task? Create buzz around Maluma’s first partnership with a mainstream U.S. brand while proving to consumers that you don’t have to be a traditional athlete or gym buff to live a fit lifestyle – dancing to bachata with friends counts too.
Our shot list was ambitious for a 2-day shoot capturing stills and video across three locations.
Luckily we assembled the right team for the job, consisting of photo duo Smallz & Raskind.
Va Con Nuestro Ritmo
Our communication across print and digital for this campaign was Va Con Nuestro Ritmo (“Go With The Rhythm”). Maluma does this organically in the many facets of his life – through rehearsing with his dance crew, fitting in workouts despite a hectic concert schedule, and maintaining a balanced diet.
CREATIVE TEAM
Agency: FCB
Group Creative Director: Justin Cox
Sr. Art Director/On-Site Creative Lead: Robert Navarro
Sr. Copywriter: Rene Otero
Photo/Video: Smallz + Raskind