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MGD Design Lab
X Jeff Staples
Edit, Sound Design, VFX, Online
Our friends at Sid Lee Toronto and James Michael Chiang director approached us to provide post assistance for the launch of the very special Miller Genuine Draft One of None campaign. Its focus – repositioning the brand in the urban nightlife space, and highlighting authenticity. We rolled up our sleeves and got to work.
One Hero brand video, and a lot of cut downs and deliverables required a ton of organization and mental clarity. Once we found our groove, it was hard to stop us. The melodic soundtrack by ShaqisDope opened the space for some fun play with diegetic sound on and off the screen.
Sitting in house at Sid Lee, we worked closely with their creative team; Gabrielle Makarewicz copywriter and Bobby Barbato Martiniello art director. Emma O’Neill senior motion designer provided the animations which further amplified the mood we wanted to achieve.
“MGD stands with those who do things differently. It’s important for us to bring those who are cut from different cloth together to experience exceptional moments and spark collective magic. That’s how culture evolves and there’s no place we’d rather be.”
Sophia Lai, MGD Brand Manager
