In 2020 I was asked to create a large display that people can take photos with at events and festivals.  The Bud Light Seltzer product line was just launching and the local Budweiser distributor approached me once again for my help.

The toughest part was how to keep the pieces light enough to move easily, yet durable enough to be handled by the public and the stress of being rebuilt multiple times.

They wanted two of them and needed them in less than 8 weeks.  Let the fun begin!

Key Points: 

- Large enough for people to be on and around for photos.

- Colorful and eye catching.

- Stays within branding guidelines.

- Lightweight and easy to transport.

They decided on the non-floating version and this is the final pre-fabrication mock-up.

For the letters I filled a 10 gallon fish tank up with seltzer (non-alcoholic) water.  Sliced up various fruits that fit along with the flavor combinations they currently offered in their beverages.  I then dropped the fruit into the tank and photographed them.  This gave me a more realistic look with the seltzer bubbles than I would have achieved with compositing an image in Photoshop, and the process was faster since time was a factor.

The letters were printed out onto a high resolution large format latex printer with a  vinyl substrate that heat shrinks onto textured surfaces.  This allows the print to conform to the letter with a more natural appearance.

The base was constructed with durability and heavy traffic in mind.  using 2x8 wood beams allows for the bases to be strong enough to withstand several thousand pounds. on top of them.  I also needed to construct a channel along the top of the base for the letters to sit and their reinforcement system to be hidden.

To finish them off I added some rubber matting with traction to avoid any possible slipping by patrons. and added some metal edge reinforcement along the front and sided to help prevent cracking of the wood at the edges and also to help finish the rubber matting edge.

The large 4ft tall letters are constructed from 3in thick high density polypropylene foam.  Two halves for each letter for a total of 6inch thick letters.  They had to be made in halves in order to insert the reinforcement poles which also lock each letter into place on the base.  The foam is very sturdy on it's own but I opted to coat it in a plaster that gives it the feel of a hard stone to allow them to resist any possible damage directly to the letter's face.  The plaster also allowed me to add a bit of texture to the letters to give them a more bubbly feel.

The finishing bits are the wheels on each end of the base segments to allow an easier transport of the heavy bases. the wheels are spaced just far enough apart tot allow the weighted barrels to be placed on the sides for the banner polls.  they are also strapped to the sides of the base to prevent them form falling in any windy conditions.  The weight of the structure is enough that it should be able to stand freely in any wind condition, however the added anchor points for the barrel straps also work for ground anchors.  Not to mention each barrel is about 200lbs.  Theft is another concern with these large displays so I integrated a way to connect all of the letters together and to the base via a steel cable system.

Dilly Dilly Sign

In 2018 I was asked to create a oversized display of the Bud Light "Dilly Dilly" logo, for use at events and festivals.

They asked for it to be transportable.  This was my first time building something like this and I did not expect the amount of durability that needed to be built into what should be a display only piece.  Unfortunately some of the letters were able to be removed by determined and inebriated festival goers.  

I did repair the damages for them so that the display could be used again for additional events, which it was.

I had a metal frame constructed consisting of two large 8ft x 8ft sections that each hinged in the middle so that they could be folded for easier transportation.  There are also 3 folding leg pieces to support the wood panels holding the facing.  The facing is constructed from HDP (High Density Polypropylene) foam.  The letters and boarder are 6in thick  and placed on 2in thick panels of foam.

The wood panels were connected into two 8ft x 8ft sections by large hinges so that the panel could be folded over in half for safer and easier transportation.

The facing attached to the frame via large eyebolts that doubled as anchor attachments for securing the large display to the ground.