Studio by Arc Chicago, Leo Burnett USA for Miller

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Studio

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Industry Beers and Ciders
Media Film
Market United States
Agency Arc Chicago
Agency Leo Burnett USA
Executive Creative Director Jon Wyville, Dave Loew
Editor Matt Wood
Production Smuggler
Director Tristan Patterson
Released May 2016

Credits & Description

Media: TV
Category: Drinks, alcoholic
Client: MillerCoors
Agency: Leo Burnett & Arc Worldwide
Production: Smuggler
Director: Tristan Patterson
Executive Creative Director: Dave Loew
Executive Creative Director: jon wyville
Assoc Creative Director: Kent Carmichael
Assoc Creative Director: Ryan Stotts
Senior Agency Producer: Topher Cochrane
Account Director: Chris Emery
Visual Effects: The Mill
Editing Company: Whitehouse Post
Editor: Matt Wood
Music Studio: Another Country
Senior Account Executive: Corey Abad
EVP Planning Director: Elizabeth Harris
VP Planning Director: Udayan Kolandra
In a continuation of the successful “I Am Rich” campaign, Arc/Leo Burnett created two new spots for Miller High Life. “Gentleman’s Quarter’s” and “Studio” take a tongue-in-cheek tone to communicating that the richness of life comes from how you live it.
In “Gentleman’s Quarter’s” a group of friends casually gathers in a garage hangout. As a voiceover ironically describes an upscale scene involving “sipping champagne and perusing the art collection,” the camera cuts to images of a Miller High Life bottle and a woman browsing through vintage records.
“Studio” captures a band practicing in a low-key recording space, while accompanying voiceover describes the scene as full of "clamoring fans” in the “extravagant private studio.”
Critically acclaimed Director of Photography Rodrigo Prieto ("Brokeback Mountain") was tapped to shoot the film. He used rare stock 35XX Kodak film to achieve each spot’s gritty texture. The agency also cast real friends for the spots.
“Gentleman’s Quarters” and “Studio” launch May 2 on cable channels including AMC and FX, among others. The campaign includes print work in outlets including Fader, Vice, Rolling Stone and Pitchfork, as well as out-of-home elements, which will follow later in the month.
Follow the campaign online using #IAmRich.
“I Am Rich” will be honored at this year’s North American Effie Awards in the “Beverages-Alcohol” category, which recognizes the most effective marketing campaigns of the year.