Experiential / Sponsorship

Miller Lite

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.

No items found.
Everything we created laddered up to that strategy, from the scenic builds to the swag.
At any festival there's a lot of bands you've never heard of. This was a lo-fi way for fans to help each other discover new music.
No items found.
No items found.
Role: Lead Creative
154K+ fans over 3 summers
100K+ beers sold
42K+ pieces of swag earned
11.7K+ cans crushed for plinko