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
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.
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
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.
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:
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. 👼