ITB worked with adam&eveDDB and Miller Genuine Draft to cast and engage four talented creators from four corners of the world and four very different design disciplines
In March 2019 Miller Genuine Draft launched, ‘Miller Design Lab’. ITB worked with adam&eveDDB and Miller Genuine Draft to cast and engage four talented creators from four corners of the world and four very different design disciplines, including Toronto-based photographer Elie, Argentine tattoo artistMariano Antonio, South African fashion designer Rich Mnisi and Moscow-based visual artist Zmogk, all of whom worked alongside the project’s curator and street style icon, Jeff Staple. Each of the creatives designed a limited edition jacket, available exclusively as part of the Miller Design Lab competition.
Miller Design Lab is a new platform for the Miller brand, a ‘space’ where cultural trends and creativity combine to create exceptional experiences the audience can engage with. A platform that combines trends, creativity and exceptional experiences so that more people can feel exceptional in the moment. More than a physical space, Miller Design Lab shares the audience’s desire to stay one step ahead, to embrace the trends that define this moment and to create something genuinely original that consumers can experience. Whenever they see the Miller Design Lab label, consumers will know that something exceptional can’t be far away.
Curated by world renowned designer and creative enigma, Jeff Staple, ‘Miller Design Lab’ is inspired by the theme, ‘gold is the new black’ and is a truly creative campaign where people can enjoy art, culture, music and the refreshing taste of Miller Genuine Draft while they engage with the brand in a new and innovative way.