Developed the FOaMO concept – a tongue-in-cheek idea built around "the fear of missing out on proper Czech lager", using humour and language to position Budvar as the authentic choice in a crowded market.

Shaped the campaign narrative – refined the core idea and tone from first line to final output, ensuring every element reflected Budvar's heritage and wit.

Commissioned illustration and merch – briefed artists and designers to extend the story into visual and physical form.

Wrote and storyboarded campaign films – translated the concept into film narratives grounded in character, pacing and cultural authenticity.

Planned the social expression – structured rollout and messaging to carry the FOaMO narrative clearly and consistently across digital channels and in several translations.