Take two minutes

During the height of the pandemic in May 2020, we all watched frontline health workers risk their lives day in and day out to help save others. Budweiser wanted to create a Memorial Day spot that would honor their sacrifices, as they called on all of us to “Take Two Minutes.” At a time when most productions were stalled, we knew that premium storytelling and cinematography would be challenging - but necessary. We felt a responsibility to do justice to those on the frontline, to capture the uncertainty of each day, so that we could all express gratitude as we made our own daily sacrifices.

A remote video shoot simply wouldn’t do. So we partnered with the Miami-based DAVID agency to create an urgent, powerful, live-action spot. We would use a split-screen treatment to follow a health care worker and servicemember, side-by-side. We would see both of these soldiers suit up and prepare for very different battles. But we only had a week to do it. All development and creative concepting was done in-house, and within a few days we were in production. By the end of the week we had storyboarded, casted, scouted, and sourced locations, wardrobe and props. We worked closely with our skeleton crew to make sure they had everything they needed to carry out a safe and efficient shoot, all in one day. With a colossal client and hugely important campaign on the line, we were pleased that our speed and commitment to top-shelf content paid off. We couldn’t think of a better way to showcase what heroism truly looked like in 2020.