Miller Genuine Draft - Customised for the night
Agency: Adam&Eve DDB | CD: Nathanael Potter | Role: Senior Creative / Art Director
Miller Genuine Draft. A beer brand that's all about creating exceptional experiences. We gave them a world wide platform "Customised for the night" which allowed beer drinkers to be unique and stand out in the night. We teamed up with Jeff Staples, the street style fashion icon, to explore how the trend of customisation helps shape nightlife culture.
This enabled local artists through out the world to craft a truly original experience and express it through unique nightstyle wear.
Why don't we just let Jeff Staples introduce "Customised for the night" now when we hired him to do it. The word is yours Jeff.
Jeff collaborates with Melbourne-based carry goods brand Bellroy to produce a unique, customizable sling bag that reflects the essence of Australian nightlife culture. Local artists such as visual artist Sarah Mccloskey and Media artist Nema Adel are putting their personal touch on the sling bag.
Jeffs goes to canada to collaborate with the sneaker customizer Jack the Ripper to produce one of a kind sneakers for four creatives including DJ Killa Kels and Designer Pony and Rap artist Rymz, who embrace Canada's rich nightlife culture. The custom shoes reflect each persons’ nightlife styles, performance needs and illustrate their unique personalities.
In South Africa Jeff taps into four local designers from diverse disciplines to create custom pieces and collections inspired by Johannesburg's vibrant nightlife culture. They are fashion designer Zoliswa Mbadu, experimental designer Matthey Edwards and founders of South African label Beau Beau Paige Sher and Jana Hamman.
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