It’s Miller Time
There are some projects that really help to shape you as a Creative Director. This one was a once in a lifetime opportunity. As Associate Creative Director on this project it was my responsibility to help shape and design a visual library for an international audience. This photoshoot was done in Miami during the golden age of beer advertising budgets.
We had a client who trusted us and a creative team that really had their act together. I learned so much. This job was so much fun.
Print Advertising
Each template was designed so that agencies in other markets could edit to suit their market needs.
Photography
The casting call was for attractive men and women. I remember getting out of a cab and walking down the lineup of models thinking how lucky I was to be doing this for a living. It was my first big project and I wanted to do a great job. Legendary photographer Paul Alexander (who did the previous visual library) signed on to do it again.
Miller Genuine Draft – Visual Library
Creative Director: Christopher Grimston
Associate Creative Director: Adam Jarvis
Photography: Paul Alexander
Agency: The Hive (Toronto)
Account Management:
Chris Johnston
Katie Shanks
Production:
Studio Manager: Anne Smythe
Senior Production Artist / Digital Renderer: Chris Baginski
A special thank you to Greg Plowe, for years of guiding the MGD Brand to international success.
And to the team at the Hive who were behind it.
::
Background
The Miller Visual Library is an organic template system used around the world.
Each year, we would take inventory of the feedback from around the world and use it to customize the next shoot and subsequently the next Visual Library.
Always with the same photographer: Paul Alexander.
The result is a brand that gets better as time goes on.
That brand consitency made it possible to do yearly ammendments and add a wealth of great photopgraphy.
MGD took ownership of a lifestyle. And backed it up with great events and advertising.
This project was allot of fun.
When I look at it, I remember the great times we had making it.
::
Photography by: Paul Alexander
Some of this footage and photography below was directed by:
Creative Director: Patrick Weir
