An experience that felt like cinema, but was created by a beer brand.

 

Created by Amstel and directed by award winning filmmaker Felipe Hirsch, Amstel Autorretrato brought the concept I Am What I Am to life.

 

To materialize this idea, we did something never done before by a beer brand. Instead of a traditional brand experience, we created a fully immersive theater piece celebrating authenticity.

 

Inside a historic building in downtown São Paulo, audiences were invited to walk through a living spectacle about identity, self expression and the many versions of who we are.