Miller Lite is the official beer of Club Deportivo de Guadalajara, know colloquially as the Chivas. This LigaMX soccer team has one of the largest and most passionate fan bases on both sides of the border. For this retail campaign my Market Vision team was looking for a new spin from our traditional photo-shoots and visuals. We built on a platform of “Expression” allowing fans to express their Chivas passion. Our visuals used the expressive artwork of Martin French to illustrate three key Chivas stars and a cheering fan group. I worked directly with the illustrator to help craft what we needed for our retail executions. The team and I also built on the art theme by leveraging other fan-artists into a contest on Facebook.
Creative Director: Robert Sosa
Senior Art Director: Bobby Arispe
Designer/Art Director: Carmen Vidal
Producer: Alexis Baldwin-Scarcliff
Print Production: Robert Cordova
Illustrator: Martin French