Music festivals are a crowded space and lite beer is a crowded, creatively-spelled category. To help Miller stand out, we helped them take a stand for what really matters: the music.
While most brands focus on the superficial parts of festivals (VIP sections, selfies, etc.), we built a bar for the real fans and developed the way Miller Lite walks, talks, and acts in music — something that also permeated all of our social posts, digital banners, and swag.
The project proved so successful that, for 3 years, Miller used us as their lead music strategy agency, consulting with us on everything from paid media to social.
Role: Lead Creative