Miller High Life

What it is:
A national program celebrating High Life’s local pride through limited-edition artist-designed cans inspired by regional culture and values.

Why it mattered:
High Life needed to stay relevant across diverse retail environments — from corner bars to backyard parties — while reinforcing its reputation as an authentic, local-feeling brand.

What I did:
Commissioned and directed a network of in-the-know artists to design unique High Life cans that told the story of their cities and states. National designs drew on broader shared values.

What happened:
Gave distributors new reasons to sell in, provided retailers fresh display opportunities, and gave drinkers a collectible series that drove excitement and local engagement.