As Creative Director at Molson Coors, I am one of three CDs leading creative across the full brand portfolio. Every morning we run Newsroom — where creative, strategy and community managers meet to find where culture is moving and to make sure our brands were already there.
We built the trust with the brands that let us that let us skip the layers of approval so we could react in real time, before the moment was gone.
We don’t just make fast posts. We find out what a brand's voice actually is. Tested daily, in public, against real culture. That learning flows back into campaigns, briefs and brand acts. The social channel stopped being where TV goes to die and becomes the brand's R&D department.
This video gives you an idea about how the process worked:
Bud Light comes out with a zero carb beer.
As the beer for people who like the taste of beer, Miller Lite obviously had something to say.
We clapped back by creating 3.2 second Carbporn content to celebrate our 3.2 carbs in a can of Miller Lite.
Where Ideas Take Shape
A24's Backrooms was a hit at the theaters with GenZ audiences and had liminal horror spaces that feel hauntingly familiar, like a memory of somewhere you've never been.
Blue Moon has an unhinged zest for oranges. So when culture started obsessing over spaces that trigger inexplicable nostalgia, we realized our orange had probably been haunting those hallways for years.
Where Ideas Take Shape
Blue Moon has an unhinged zest for oranges. So when culture started obsessing over spaces that trigger inexplicable nostalgia, we realized our orange had probably been haunting those hallways for years.