ABInBEV: Barcade

ABinBev, short for Anheuser-Busch InBev, is a global brewing company known in the United States for brands like Budweiser, Michelob, and Stella Artois. It's a heavyweight in the beverage industry, often creating engaging and thematic experiences at major events to promote its products.

For the Cannes Film Festival, ABinBev wanted to create a "barcade" - a blend of a bar and an arcade, offering a unique interactive experience that ties into the festive atmosphere of Cannes while showcasing their brand. It included “whack-a-mole” with beer cans and everything. Such setups are common at large events, providing games and activities for attendees, along with opportunities to sample products.

At Octagon, our task was to bring these interactive experiences from concept to visual pre-reality. Given the dimensions of the space and initial sketches or reference photos, I was responsible for constructing the entire "barcade" in 3D. This involved a mix of using stock 3D models and crafting custom models tailored to the project's needs. My goal was to produce several views of the space, allowing the client to immerse themselves in the proposed experience before any real-world implementation began. This process, which I undertook frequently at Octagon, was crucial for ABinBev's barcade at Cannes, ensuring the client could fully envision and feel confident about their investment in creating a memorable brand experience.