With electronic dance music (EDM) at its peak in China, Budweiser wanted to tap into the affinity that young Chinese people had for this empowering music genre to activate their “Unleash” platform.

We married the self-expression appeal of EDM with consumers’ selfie behavior, creating China’s first 3D selfie filter built directly into WeChat, allowing consumers to choose from a series of expressive filters that pulsated and morphed to the beat of EDM.