Client: Miller Lite
Project: Grilling Platform
Objective: Set Miller Lite apart from the light beer category as the leader in taste by landing a grill and actionable strategy around “grilling/food.” Deliver an illustrated asset and key visual.
Creative Director: Tyler Brooks
Illustrator: Ryan Lynn Animator: Mike Diluigi
Role: Senior Designer
Contribution: Concept development, KV development, art direction of final illustrations and animations.
Client brief
Can-Grill, concept sketch.
Smoker-Can, concept sketch.
A literal marriage of “the perfect pair.”
Halftone treatment becomes smoke and steam for additional flavor cue.
Food is proudly displayed front and center.
Can at a heroic angle allowing “Lite” to be first read and keeps the can recognizable even in its grill form.
Final static illustrations
Kansas City Ribs Localization, concept sketch.
Texas Brisket Localization, concept sketch.
LATAM Elote Localization, concept sketch.
Food as a focal point allows us to celebrate the details of local grilling favorites
Illustration suite