Make it stand out.

Fortune was a new beer from Miller. Darker, bolder with more kick than anything else in their lineup. The best way to launch a different kind of beer? Create a different kind of beer campaign.

We set out to create a brand that didn’t look or feel like typical beer advertising. Across all media, our message was simple: seize the moment, be bold and go all in. Because, as the man says, “Fortune comes to those who seek it”.