Our assignment for MillerCoors was pretty simple — to get more young dudes to party with Wicked by showing how Wicked drinkers get into something good by being a little bad. We came up with a branding style that leaned into the world of graphic novels and gaming that resonated with our target audience.

Using a technique that had never been down before on a painted wall. We used the magic of black light to change our daytime average business men to night time “Furries”— a subculture whose members enjoy dressing up as cartoonish animals, sometimes as a sexual fetish but more often just for fun.
There is indeed a little Wicked Within all of us.