Budweiser TapeOutHate 2023

Description

This powerful campaign video for Budweiser and the Hockey Diversity Alliance addresses racism, ignorance, and hate in sports through real personal stories shared by athletes. The visual narrative combines dramatic cinematic lighting on ice rinks, locker rooms, and tunnel corridors with intimate portraits of players reading hurtful messages on their phones. High-contrast low-key lighting and moody color grading emphasize the serious and emotional weight of the subject matter, culminating in a clear call to action against discrimination in the sport.