Elevating in Urban Culture

Creative Strategy

Video Production

Campaign Design

A smartphone screen displaying an Instagram post from the account @millergenuinedraft. The post features the Miller Genuine Draft logo, which includes a golden eagle perched on a globe above stylized text reading "Miller Genuine Draft" with hop vines at the bottom. The background is black.

Elevating in Urban Culture

Creative Strategy

Video Production

Campaign Design

A smartphone screen displaying an Instagram post from the account @millergenuinedraft. The post features the Miller Genuine Draft logo, which includes a golden eagle perched on a globe above stylized text reading "Miller Genuine Draft" with hop vines at the bottom. The background is black.

Elevating in Urban Culture

Creative Strategy

Video Production

Campaign Design

A smartphone screen displaying an Instagram post from the account @millergenuinedraft. The post features the Miller Genuine Draft logo, which includes a golden eagle perched on a globe above stylized text reading "Miller Genuine Draft" with hop vines at the bottom. The background is black.

Exceeded

MGD’s Canadian engagement benchmarks

Exceeded

MGD’s Canadian engagement benchmarks

Exceeded

MGD’s Canadian engagement benchmarks

Extended

Client greenlit additional content phases post-campaign

Extended

Client greenlit additional content phases post-campaign

Extended

Client greenlit additional content phases post-campaign

Positioned

MGD as culturally relevant to a new urban audience

Positioned

MGD as culturally relevant to a new urban audience

Positioned

MGD as culturally relevant to a new urban audience

<6 Weeks

From concept to full campaign launch

<6 Weeks

From concept to full campaign launch

<6 Weeks

From concept to full campaign launch

The Opportunity

MGD wanted to reconnect with modern Canadian consumers by positioning the brand as a natural fit within urban nightlife culture—stylish, expressive, and elevated. With global branding in place but limited Canadian assets, the opportunity was to create culturally relevant content tailored to the local market that felt authentic and premium. This wasn’t about “localizing” a campaign, it was about customizing it for the night.

Strategy

We anchored the creative strategy in The Miller Design Lab ethos—where fashion, music, and street culture meet. From there, we concepted a fully custom Canadian video campaign that lived online, spoke the visual language of nightlife, and felt handcrafted for an in-the-know audience.

01

Visual storytelling

with high aesthetic polish

01

Visual storytelling

with high aesthetic polish

01

Visual storytelling

with high aesthetic polish

02

Talent casting

that reflected urban diversity and aspirational cool

02

Talent casting

that reflected urban diversity and aspirational cool

02

Talent casting

that reflected urban diversity and aspirational cool

03

Seamless brand presence

in moments that felt real, not forced

03

Seamless brand presence

in moments that felt real, not forced

03

Seamless brand presence

in moments that felt real, not forced

04

Quick-turn production

to align with seasonal buying and media launches

04

Quick-turn production

to align with seasonal buying and media launches

04

Quick-turn production

to align with seasonal buying and media launches

We also ensured that content flexibility and SEO-readiness were built in from day one.

Execution

We brought the brand to life through a fast-turn, culturally resonant video campaign—designed to perform across digital platforms with a modern, remixable visual style.

Core feature highlights:

Produced a digital-first hero video in under 6 weeks with a cast of real Canadian creatives.

Shot on-location with street and interior scenes to reflect authentic urban culture.

Delivered dynamic cutdowns tailored for Reels, Stories, and paid placements.

Integrated brand visuals subtly through lifestyle product cues and ambient storytelling.

Supplied extended content variants for paid, organic, and behind-the-scenes distribution.

Execution

We brought the brand to life through a fast-turn, culturally resonant video campaign—designed to perform across digital platforms with a modern, remixable visual style.

Core feature highlights:

Produced a digital-first hero video in under 6 weeks with a cast of real Canadian creatives.

Shot on-location with street and interior scenes to reflect authentic urban culture.

Delivered dynamic cutdowns tailored for Reels, Stories, and paid placements.

Integrated brand visuals subtly through lifestyle product cues and ambient storytelling.

Supplied extended content variants for paid, organic, and behind-the-scenes distribution.

Execution

We brought the brand to life through a fast-turn, culturally resonant video campaign—designed to perform across digital platforms with a modern, remixable visual style.

Core feature highlights:

Produced a digital-first hero video in under 6 weeks with a cast of real Canadian creatives.

Shot on-location with street and interior scenes to reflect authentic urban culture.

Delivered dynamic cutdowns tailored for Reels, Stories, and paid placements.

Integrated brand visuals subtly through lifestyle product cues and ambient storytelling.

Supplied extended content variants for paid, organic, and behind-the-scenes distribution.

A black high-top sneaker with gold stitching and branding details, including the word "AIR" in gold on the midsole, a golden eagle logo on the ankle, and the word "Miller" on the tongue. A red zip tie is looped through the laces, referencing Off-White design elements. Below the shoe is the Miller Design Lab logo on a black background.
A black high-top sneaker with gold stitching and branding details, including the word "AIR" in gold on the midsole, a golden eagle logo on the ankle, and the word "Miller" on the tongue. A red zip tie is looped through the laces, referencing Off-White design elements. Below the shoe is the Miller Design Lab logo on a black background.
A black high-top sneaker with gold stitching and branding details, including the word "AIR" in gold on the midsole, a golden eagle logo on the ankle, and the word "Miller" on the tongue. A red zip tie is looped through the laces, referencing Off-White design elements. Below the shoe is the Miller Design Lab logo on a black background.

Insights & Evolution

MGD’s project proved that Canadian-tailored storytelling can outperform templated global campaigns—especially when aligned with subculture signals and aesthetic nuance.

Explore the live experience on MGD’s socials

Close-up of custom black Off-White x Air Jordan 1 sneakers featuring unique design elements including white contrast stitching, pony hair on the toebox, and a hidden "Killa x Kels" logo near the Swoosh. Text on the side panel reads "Off-White™ 'Jack The Ripper' AIR JORDAN 1 Beaverton, Oregon USA c. 1985." The shoes rest on a black background with gold labeling highlighting the design features.
Close-up of custom black Off-White x Air Jordan 1 sneakers featuring unique design elements including white contrast stitching, pony hair on the toebox, and a hidden "Killa x Kels" logo near the Swoosh. Text on the side panel reads "Off-White™ 'Jack The Ripper' AIR JORDAN 1 Beaverton, Oregon USA c. 1985." The shoes rest on a black background with gold labeling highlighting the design features.
Close-up of custom black Off-White x Air Jordan 1 sneakers featuring unique design elements including white contrast stitching, pony hair on the toebox, and a hidden "Killa x Kels" logo near the Swoosh. Text on the side panel reads "Off-White™ 'Jack The Ripper' AIR JORDAN 1 Beaverton, Oregon USA c. 1985." The shoes rest on a black background with gold labeling highlighting the design features.
An art installation in a dimly lit room featuring parallel neon light lines in yellow and red, forming geometric tunnel-like shapes suspended from the ceiling to the floor. The lights create a 3D illusion and interact with the architectural features of the space, including wooden floors and exposed beams. A projection is visible on a wall in the background.
An art installation in a dimly lit room featuring parallel neon light lines in yellow and red, forming geometric tunnel-like shapes suspended from the ceiling to the floor. The lights create a 3D illusion and interact with the architectural features of the space, including wooden floors and exposed beams. A projection is visible on a wall in the background.
An art installation in a dimly lit room featuring parallel neon light lines in yellow and red, forming geometric tunnel-like shapes suspended from the ceiling to the floor. The lights create a 3D illusion and interact with the architectural features of the space, including wooden floors and exposed beams. A projection is visible on a wall in the background.
Four fashionably dressed individuals pose on an industrial-style staircase with a metal railing and concrete wall backdrop. Two men stand on either side, wearing bold patterned jackets. A woman with blonde bobbed hair and a black jacket stands on a stair above a seated man in black attire. The group exudes confidence and creativity, suggesting a design or fashion-related collaboration.
Four fashionably dressed individuals pose on an industrial-style staircase with a metal railing and concrete wall backdrop. Two men stand on either side, wearing bold patterned jackets. A woman with blonde bobbed hair and a black jacket stands on a stair above a seated man in black attire. The group exudes confidence and creativity, suggesting a design or fashion-related collaboration.
Four fashionably dressed individuals pose on an industrial-style staircase with a metal railing and concrete wall backdrop. Two men stand on either side, wearing bold patterned jackets. A woman with blonde bobbed hair and a black jacket stands on a stair above a seated man in black attire. The group exudes confidence and creativity, suggesting a design or fashion-related collaboration.
Split image showing a young man modeling a long black hooded coat. On the left, the model stands facing forward in an urban outdoor setting, wearing the coat with large front pockets. On the right, a rear view of the same coat displays multiple sepia-toned aerial photographs of cityscapes printed on the back. The overall aesthetic is modern and streetwear-inspired with a vintage graphic touch.
Split image showing a young man modeling a long black hooded coat. On the left, the model stands facing forward in an urban outdoor setting, wearing the coat with large front pockets. On the right, a rear view of the same coat displays multiple sepia-toned aerial photographs of cityscapes printed on the back. The overall aesthetic is modern and streetwear-inspired with a vintage graphic touch.
Split image showing a young man modeling a long black hooded coat. On the left, the model stands facing forward in an urban outdoor setting, wearing the coat with large front pockets. On the right, a rear view of the same coat displays multiple sepia-toned aerial photographs of cityscapes printed on the back. The overall aesthetic is modern and streetwear-inspired with a vintage graphic touch.
Dimly lit industrial-style venue with exposed concrete columns and ceiling pipes, warmly illuminated in orange and yellow hues. A crowd of people socializes throughout the space, suggesting a lively event or exhibition. A DJ booth or stage is visible in the background under soft lighting.
Dimly lit industrial-style venue with exposed concrete columns and ceiling pipes, warmly illuminated in orange and yellow hues. A crowd of people socializes throughout the space, suggesting a lively event or exhibition. A DJ booth or stage is visible in the background under soft lighting.
Dimly lit industrial-style venue with exposed concrete columns and ceiling pipes, warmly illuminated in orange and yellow hues. A crowd of people socializes throughout the space, suggesting a lively event or exhibition. A DJ booth or stage is visible in the background under soft lighting.
A man speaks into a microphone while seated on a stool beside a large window with vintage-style glass panes displaying the "Miller" and "M" logos. Two women sit casually on a leather couch next to him, one holding a drink. The space features natural light, potted plants, and a hanging disco ball, suggesting a relaxed, creative panel or discussion setting.
A man speaks into a microphone while seated on a stool beside a large window with vintage-style glass panes displaying the "Miller" and "M" logos. Two women sit casually on a leather couch next to him, one holding a drink. The space features natural light, potted plants, and a hanging disco ball, suggesting a relaxed, creative panel or discussion setting.
A man speaks into a microphone while seated on a stool beside a large window with vintage-style glass panes displaying the "Miller" and "M" logos. Two women sit casually on a leather couch next to him, one holding a drink. The space features natural light, potted plants, and a hanging disco ball, suggesting a relaxed, creative panel or discussion setting.

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Solutions

Custom Websites

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SDImktg

Build with us

© 2025 Fuel Media Inc. An SDI Company.

Accessibility

Privacy + Terms

Solutions

Custom Websites

Branding & Identity

Social Media Strategy

UI/UX & Design Systems

Company

About

How We Work

Our Work

SDImktg

Build with us

© 2025 Fuel Media Inc. An SDI Company.

Accessibility

Privacy + Terms