By: Ben Smith
In an era where digital storytelling transcends borders, bringing narratives to life through visuals has never been more pivotal.
This rings especially true in advertising, where a single campaign can ignite global conversations. One such narrative that has captivated audiences worldwide is a Budweiser commercial, a symbol of support for women’s sports, particularly during the FIFA Women’s World Cup 2023.
Lionel Messi is at the heart of this commercial, whose presence alone commands attention. However, the real magic behind this campaign’s resonance lies in the craftsmanship of Nicolas Sanchez, an award-winning head storyboard artist and illustrator.
Sanchez, who has worked for agencies like Leo Burnett Spain, Young & Rubucam Spain, and TAPSA, is a maestro in creating storyboards for strong film narratives. As a five-time nominee for the Best Spanish Storyboard Artist award by the annual Spanish National Advertising Film Production Houses Association Awards, he is a two-time winner in 2021 and 2023.
Sanchez’s journey in bringing this project to fruition was no small feat. Tasked with creating a visual narrative that featured Lionel Messi and celebrated women’s football/soccer without overshadowing it, Sanchez approached this challenge with a blend of creativity and strategic foresight.
The commercial itself is a testament to the power of visual storytelling, with Messi watching Women’s World Cup footage projected on cargo containers filled with Budweiser – symbolizing both support for the sport and its unifying spirit.
“Although Lionel Messi is one of the best soccer/football players in history, his image is imposing and captures attention at first sight,” remarked Sanchez. This statement encapsulates the delicate balance that had to be struck within the commercial – giving due prominence to women athletes while leveraging Messi’s star power to amplify their achievements.
Sanchez’s collaboration with the commercial’s director, Loren Denis, was instrumental in achieving this balance. English’s vision for focusing on women athletes as the protagonists found synergy with Sanchez’s expertise in visual storytelling.
Together, they crafted shots that highlighted Messi’s support for women’s football/soccer and ensured that every frame resonated with empathy towards female athletes’ determination and team spirit.
Sanchez elaborates on his approach: “Working with a female director like Loren was wonderful to be able to focus all our efforts on ensuring that women were not overshadowed by the figure of Messi in any shot.” It was crucial for both Sanchez and English that each scene communicated camaraderie among players and spectators alike, urging them to “take the world” and “bring home the bud” for their countries.
The storyboard became a canvas where Sanchez could dream up spaces, drawing viewers into an intimate world where they could feel part of something larger than themselves. By capturing Lionel Messi from various angles, he aimed to elicit empathy for sports players while fostering a sense of camaraderie, a team-playing spirit that transcends gender boundaries.
Sanchez always emphasizes understanding the personality behind each celebrity feature: “I always try to understand the personality of the celebrity in order to propose plans that are as realistic as possible for what later can be obtained during filming.” His methodical approach ensures authenticity in representation, which is crucial when celebrities like Messi are involved.
The result? A compelling advertisement that serves as much more than just promotional content; it’s a celebration of women’s sports on a global scale. Through meticulous planning and creative execution by talents like Nicolas Sanchez and Heather English, Budweiser has championed an inclusive message supporting female athletes worldwide – all while captivating audiences through simple yet profound visual storytelling.
As we reflect on campaigns like Budweiser’s support for women’s football through innovative advertisements featuring icons like Lionel Messi, it becomes clear how simplicity can indeed capture greatness. Through thoughtful storyboarding and creative collaboration, stories capable of changing perceptions are born – proving once again how artistry combined with purpose can create powerful narratives that resonate across cultures and continents.
For those interested in delving deeper into Nicolas Sanchez’s portfolio or seeking inspiration from his works, visit nicosrstudio.com.
Published by: Holy Minoza
