Miller : Design Lab

The Miller Design Lab campaign follows streetwear icon Jeff Staple as he explores nightlife culture around the world, and how it inspires fashion and design trends.

 The initial plan was to host events to showcase Jeff’s collaborations with local designers in cities all around the world. However; Covid put an end to that. Undeterred by the challenges we shifted the campaign online, partnering with HYPEBEAST to document the virtual collaborations as they created apparel inspired by the nightlife culture of the cities they live in.

 Even the NBA in on the action as we collaborated with them to create a one off sneaker for the NBA finals. We created an dedicated microsite within the HYPEBEAST website, which houses all of the content created:
https://hypebeast.com/2020/5/miller-design-lab-customised-for-the-night

This was a very different shape of work for Miller Genuine Draft, and for Adam & Eve DDB.