Bud Light Ted Ferguson Trash Talk

Role: Concept Development, Pitch Development, Copywriting, UX Writing

Challenge
DDB Chicago asked Domani Studios to build out the digital presence for their "Ted Ferguson" daredevil campaign. We were tasked with creating a reason for fans to engage with the brand's humor in a way that felt personal and repeatable, moving beyond a standard microsite into something truly interactive.

Solution
I helped develop and pitch the "Trash Talk" component, a dedicated feature that allowed fantasy football fans to repurpose Ted’s "daredevil" bravado for their own leagues. I wrote the UX copy and conceptualized the sharing mechanics that let users send custom, brand-filtered trash talk to their friends. By leaning into the competitive ritual of fantasy sports, we turned a static site into a social tool that fans used to entertain each other.

Impact
The Trash Talk feature quickly became the most popular section of the site after its integration. In the first year alone, the microsite recorded over 134,000 unique visitors and 863,000 page views. The project earned several prestigious accolades, including One Show Interactive – Merit, HOW International Design Annual – Merit, and Internet Advertising Competition – Outstanding Landing Page.