Miller Genuine Draft
GLOBAL LEAD CREATIVE DIRECTOR
2021–2025 | Ongoing Collaboration
Client: Molson Coors
Countries: Global - From Hungary to South Korea and South African Republic, Latin America, South Korea, Hungary, Ukraine, South African Republic, Kazakhstan, Australia, Chile
A premium international beer brand
Global digital toolkits, 360º campaigns, digital content creation and production
Selected projects:
Break the Mold (2025)
LEAD CREATIVE DIRECTOR & SHORTS VIDEO DIRECTOR
To support Erste Bank’s ongoing #BelieveInYourself platform, we created a powerful branded film inspired by the philosophy of Kendo - a martial art rooted in discipline, respect, and personal growth.
As official sponsors of the Croatian Kendo Association and ahead of the World Championship, Erste wanted to highlight values that align with both the sport and the brand. The result was a one-minute video that tells an emotionally charged story, modular for flexible use across different platforms.
The film features a commanding kendo warrior in full armor - until the helmet comes off to reveal a young boy. A powerful twist that brings the core message into focus: True strength lies within. When you believe in yourself, the world is your dōjō.
Agency: BBDO Zagreb / Lead Creative Director: Maja Rašić / Head of Motion & Video Production: Igor Raguž /
International Account Director: Jasenka Blažević / Creative Team: Ivan Čadež, Maja Perica, Lucija Klarin, Matea Kovač / Executive Producer: Tim Page / Production Company: Egg Films / Director: Kyle Lewis / Executive Producer: Colin Howard / Producer: Lisa Gardner / Production Manager: Megan Hedenskog / Production Coordinator: Yana Abrahams / Director of Photography: Adam Bentel / Post Production: Strangelove / Wardrobe Styling: Amy Zama
Holographic Overlays: David Tenowitz, Afriten / BTS Photography: Bryce Lewis, Daniella Paioni, Marc Berman
Ambassadors: Karabo Poppy (Artist) / Brandon Valjalo (Skateboarder) / Daniel Krichenbaum (Dancer) / Nazira Kassenova (DJ)
Where's Your Miller Time? (2024)
LEAD CREATIVE DIRECTION & SHORTS VIDEO DIRECTOR
In this digital-first campaign, we broke away from typical beer ads and made Miller the hero of real, relatable, spontaneous moments - proving that anywhere can be Miller Time.
The 15” master spot (crafted with Chuck Studios) introduced this fresh perspective with a dancing beer at the center of every scene, set to an original track created just for the campaign.
I was Lead Creative on visual direction and music curation, shaping the look, tone, and feel of the campaign from the ground up.
I also led the full creative and direction for the occasion-based series:
15+ short digital-first videos (6–10”)
Multiple formats: 16:9, 4:5, 9:16
Shot in Lisbon. Designed to travel everywhere.
Each asset built on specific insights and emotionally resonant moments
To round it out, we created a series of 3D stills and 35mm-style GIFs to connect with our audience in their native visual language.
Agency: BBDO Zagreb / Director: Olaf van Gerwen / Creative Director & Art Director & Digital Director: Maja Rašić / Creative Director: Ivan Čadež / Key Visual / Maja Perica / Agency Team: Matea Kovač, Lucija Klarin, Sara Šalov / Strategist: Dinko Brčić / Videographer: Rodrigo Mateus / Client: Paul Cornell, Bence Sumegi, Rebecca Mutty / Production: Chuck Studios, Didi Stoepman / International Account Director: Jasenka Talapko Blažević / Account Manager: Vana Ora / Agency Production: Heads Up / Producer: Anita Sasdy / Assistant Producer: Natasha Finney / Production Art Director: Ze Cascais / Photographer: Pedro Nobrega / Line Production: Soulkitchen / Producer: Sascha de Bruin / Music: Massive Music
The Takeover with HS82 (2023)
LEAD CREATIVE DIRECTOR & SHORTS VIDEO DIRECTOR
To keep things fresh for our yearly global campaign, we handed the aux to Hot Since 82 and flew over to sunny Cape Town.
A global campaign, a custom-made track, a new image TVC. Same bold energy, now with a deeper bassline.
Cherry on top is exclusive digital content being released across global and local Miller social channels as well as Hot Since 82 social accounts.
Agency: BBDO Zagreb / TVC Creative Director: Maja Rašić / Account: Jasenka Talapko Blažević, Vana Ora, Jana Bratković / Creative team: Ivan Čadež, Sara Šalov, Maja Perica / Strategist: Dinko Brčić / Agency Producer: Anita Sasdy (Heads Up) / Agency Production Assistent: Natasha Finney / Production: Gentlemen Films / Production Coproducer: Lisa Gardner / TVC Director: Greg Rom / Digital Video Director: Maja Rašić / DOP: Fabian Vettiger / Digital DOP: Ravi Gajjar / Executive Producer: Lisa Gardner/ Photographer: Erwann Petersen / Culinary Identity: Chuck Studios / Senior Global Brand Manager: Rebecca Mutty / Brand Manager: Bence Sumegy / Edit: Tessa Ford
Post-production: Black Ginger / Sound: Markus Wormstorm – Honeymoon Studios, Rob Brinksworth – Resonate
It's Miller Lime (2022/2023)
DIGITAL CREATIVE DIRECTOR & VIDEO DIRECTOR
When Miller introduced Lime - a new product with a fruity kick - the brief was simple: make it impossible to ignore.
Miller Lime Time was built to introduce a new taste without falling into old habits. No clichés. No fake refreshment. Just scroll-stopping, channel-native assets that worked before the “skip” button even loaded.
Shot under the Cape Town sun in 2022, across three product variants and three markets, for every platform—all at once.
In 2023, we reshot the campaign in Zagreb, to flex across South Africa’s Lime and Australia’s Chill range without breaking character.
We crafted digital materials that were as refreshing as the drinks themselves - playing with fruit, different video techniques, supers and short-form formats designed to disrupt autopilot scrolling.
Agency: BBDO Zagreb / Digital Creative Director: Maja Rašić / Digital Video Director: Maja Rašić /
DOP: Josh Rowe, Ante Cvitanović / Account: Jasenka Talapko Blažević, Vana Ora / Production house: Egg Films? Producenti d.o.o. / Producer: Lisa Gardner, Mirna Bučević, Anja Mikačić Perić / Photographer: xxxxx, Damir Žižić, Client: Rebecca Mutty, Bence Sumegi / AD: Karla Soče / Crative Team: Lucija Klarin, Matea Kovač, Tomislav Jurišić
It's Beach Time (2023)
DIGITAL CREATIVE DIRECTOR & VIDEO DIRECTOR
As a part of a triptych beginning with It's Miller time 2022 campaign, we kept the same creative execution - we just took it to the beach. It’s Beach Time kept the same scroll-stopping creative and first-person energy, but swapped the party for palm trees and concrete for sand. Same bold aesthetic. New tan lines.
Agency: BBDO Zagreb / Digital Creative Director: Maja Rašić / Digital Video Director: Maja Rašić / DOP: Javier Lamaignere / Assistent: Marco Furilo / Account: Jasenka Talapko Blažević, Vana Ora / Production house: Egg Films / Executive Producer: Lisa Gardner/ Photographer: Erwann Petersen / Client: Paul Cornell, Bence Sumegi
It's Our Time (2022)
SENIOR DIGITAL CREATIVE, VIDEO DIRECTOR, PHOTOGRAPHER
As part of Miller Genuine Draft’s global repositioning, I led digital creative across photo and video, developing a wide range of bold, non-traditional executions. Our goal was to stand out from the from the sea of mundane content.
We crafted native, digital-first assets that redefined how the brand shows up online:
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70+ custom videos for digital channels
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Cinemagraphs that refused to sit still
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3D stills that broke through the frame
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35mm GIFs with that cool-kid-at-the-party vibe
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And interactive formats that made you want to tap, slide, or pull for a fresh perspective
Agency: BBDO Zagreb / Senior Digital Creative: Maja Rašić / Digital Video Director: Maja Rašić / DOP: Igor Raguž / Agency Account Team: Andrea Misura Zuvela, Jasenka Talapko Blazevic, Vana Ora / Head of digital: Ivica Ivaci / Production house: Stink / Executive Producer: Moritz Merkel / Producer: Isabel Kast / Production Coordinator: Florian Huelbig / Line producer: Aleksandra Babić / Production manager: Rastko Petrović / Production coordinator: Milica Jovanović / Photographer: Boris Jovanović, Igor Raguž, Maja Rašić / Global Brand Director: Paul Cornell / Client: Marko Stojilijkovic, Jake Johnstone / Art Director: Kristina Gračan / Agency Planning Team: Dinko Brcic, Zeljko Kresic / Agency Producer: Francine Linsey / Sound studio: Staub Audio / Digital Design Company: BBDO Zagreb /
Digital & Social Copywriter: Lovro Ohlhofer