I know, I know —
they’re “Molson Coors”
now. But they’ll always
be Miller Coors to me 🤷♀️.
My Role: ACD, promoted to CD.
After our work on smaller brands in the portfolio generated big-ass results, Miller Coors awarded us +17M in new business. I worked with some of the best people in the biz [clients included] in the best city there is. 10/10 would do it again.
Wear The High Life
What I did
Concept through execution. Sell-in through the edit.
What we made
Branded Content | Packaging | Apparel | Promotional Mechanics
Press and Good Things
Hypebeast | 2017 Pro Award - Bronze | 2017 Reggie Award - Gold
We
CD, Art: Chris Posdal | Account Directors: Christina Hormuth | Corey Abad at Leo Burnett Group
You're goddamned right I got my hands on one of these rad skateboard decks.
Designer Benny Gold. Aligned with our brand beliefs. Influential to our target market.
👆 Apparel shot by Digitas for the socials 😍
When asked what their next loyalty program should be, my partner and I replied:
“not a loyalty program.” Because youngin’ beer brands slinging tchotchkes? There are SO many.
But only Miller High Life's been brewed the same way since 1903. So, we did what no other brand could do — went digging and thrifting for those dive bar goodies, babes.
Cheers from 1958 🥂
Made + Found by Miller High Life
What we made
A covetable, one-of-a-kind collection disguised as a loyalty program | One that tells our timeless story through more sustainable artifacts.
More We
CP + Me, plus the talented folks below 👇
Lead Art Director: Michelle Diaz | Senior Copywriter: Kat Brown
To get these rare vintage goods, you just had to buy our bubbly liquid gold. Not a bad racket.
When the Found pieces sold out, we had our drinkers covered, re-making artifacts from Miller’s Milwaukee archive [yes, there is one and it’s amazing.]
A heartfelt note and official papers, telling the story of each object, made or found.
The people were thirsty for it and I don’t blame ‘em one bit.
📍 Where I spent a lot of Summer 2016
High Life was a career highlight.
But I also co-led creative planning across multiple brands, selling in programs to key stakeholders across Miller Coors — and to lots and lots of agency partners.
It’s me, hi. I’m the hotdog, it’s me. [Flanked by Art + Account, of course.]
Translation: My role required that I understand and speak the business of beer — not just propose a bunch of ads. [It’s not for the faint of heart.]
I also got to:
Help create the first ever set of Hockeymojis.
Run a super low-budge, but fun social account for Molson Canadian.
Lead massive, weeklong food shoots, collaborating with media partner creatives and clients on set.
Create my dream campaign…a Spotify + Independent Record Label collaboration. This one had it all — complete with audio stories behind legendary albums and art…until it was killed by new clients. An essential Creative experience. We live. We learn. RIP. 👼