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Step 1:
The Goal
Miller High Life set out to launch an inspiring and inclusive campaign celebrating shared moments. By harmoniously collaborating with Molson Coors' internal agency, we masterfully aligned our creative vision with the brand's overarching strategy, resulting in a harmonious and impactful campaign.
Step 2:
finding the gaps
Our creative agency leveraged its production capabilities, meticulously curating a diverse array of talent to ensure genuine representation and authenticity in every frame, while actively prioritizing the recruitment of talented Black and Brown crew members to provide empowering opportunities for underrepresented voices in the industry.
points of connection
Step 3:
KNDRD provided Miller High Life with Authenticity Audit, Film + Photo Production, and Brand Development to build a connection between the community and their strategy. The campaign featured a young Black woman as director and photographer who cultivated her talents in our True Chicago eco-system for young Black and Brown artists.
The impact
Step 4:
KNDRD leveraged our exceptional shoot production capabilities, meticulously sourced diverse talent, and collaborated seamlessly with Molson Coors' internal agency to create visually captivating content that embodied the brand's values and deeply resonated with a wide-ranging audience.
THE APPROACH
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