The Miller Visual Library (Miller Genuine Draft Inter.)
The Miller Visual Library was a massive advertising tool used by over 30 countries. Paul Alexander (Toronto) photographed all of the images here. I wrote the copy lines and designed each add in a kit that could be edited in any language. International consistency was achieved.
Miller Genuine Draft
Visual Library
Creative Director: Christopher Grimston
Associate Creative Director: Adam Jarvis
Photography: Paul Alexander
Agency: The Hive (Toronto)
Account Management:
Production:
Studio Manager: Anne Smythe
Senior Production Artist / Digital Renderer: Chris Baginski
A special thank you to Greg Plowe, for years of guiding the MGD Brand to international success.
And to the team at the Hive who were behind it.
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Background
The Miller Visual Library is an organic template system used around the world.
Each year, we would take inventory of the feedback from around the world and use it to customize the next shoot and subsequently the next Visual Library.
Always with the same photographer: Paul Alexander.
The result is a brand that gets better as time goes on.
Each year, we would take inventory of the feedback from around the world and use it to customize the next shoot and subsequently the next Visual Library.
Always with the same photographer: Paul Alexander.
The result is a brand that gets better as time goes on.
That brand consitency made it possible to do yearly ammendments and add a wealth of great photopgraphy.
MGD took ownership of a lifestyle. And backed it up with great events and advertising.
This project was allot of fun.
When I look at it, I remember the great times we had making it.
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Photography by: Paul Alexander
Some of this footage and photography below was directed by:
Creative Director: Patrick Weir
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I wasn't going to say it - oh what the heck-
