Castle Lager The Backup Squad

In Q4 of 2023, I created AI imagery featured in Bizcommunity magazine as Art Director for Castle Lager’s “The Backup Squad” digital campaign. We introduced #TheBackupSquad as AI-rendered Bafana Bafana fan archetypes that inspired the TVC (Television Commercial or TVC). I also crafted marketing materials distributed to hundreds of South African taverns, featuring standing cut-out banners, posters, coasters, stickers, playing cards, Fussball tables, and multimedia social media content. The campaign engaged fans across social media platforms and reached remarkable engagement metrics: 48.2 million reach, 86.6 million impressions, and 5.8 million engagements across social media platforms. The project is also a finalist for the BOOKMARK AWARDS 2024.