Keystone light

Beer brands are always exciting — but they’re also incredibly challenging. While working as an ECD at Saatchi, I was fortunate enough to lead some of their most creatively driven brands — including Keystone Light, Miller High Life and MDG 64.

KEITH STONE SMOOTH MUSINGS

For a brief period, Keith Stone was an icon of everyday beer drinkers. These were little social videos we created that let Keith share his views and philosophies. They helped build his Facebook followers to over 260,000 members.

VOTE WITH YOUR STONES

In 2012, we decided to have Keith Stone run for President. We put together these posters as well as some personal stump speeches for him, and sent actually him out to colleges across America. He didn’t win — but the brand did.

KEITH STONE CORRESPONDENCE

Keith Stone always had great advice. So we created the Keith Stone Correspondence Program. All you had to do was pick a a specific issue you needed help with, tell Keith your name, and he'd send a snail-mail letter out on your behalf. Presto. Problem solved.

MGD 64

Miller Genuine Draft launched a beer with only 64 calories. So they asked us to come up with a funny way to make it okay for guys to drink it. So we developed this simple campaign, that made a light beer seem like a manly choice.

HIGH LIFE

Wendell the Delivery Man had a long, successful run for Miller. And this was actually the last ad in the campaign. I consider myself very fortunate to have worked on this — and to have met Wendell. He was an extraordinarily sweet guy. He passed a few months after this was filmed.

High Life wanted to get back to its roots. An every man kinda beer. Celebrating every day achievements. Nice and simple.