Miller Lite - National Hispanic Retail Campaign
Large Format Stores, Convenience Stores, Liquor Stores & On-Premise Events
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 our Market Vision Miller Lite 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. We also built on the art theme by leveraging other artists into a user-voted contest on Facebook.
As a Senior Art Director, my responsibilities included:
Illustration Art Direction, POS Design and Art Direction, print production oversight and management.
Creative Director: Robert Sosa
Art Director: Carmen Vidal
Print Production: Robert Cordova
Illustrator: Martin French