The Craft was a rare kind of project, where branding, storytelling, and culture collided in the best possible way. I led the end-to-end digital execution of this immersive campaign for Miller Genuine Draft, celebrating the shared artistry behind brewing great beer and making great music. In partnership with the Rock & Roll Hall of Fame, we told the story of “craft” through the voices of head brewer Dr. David Ryder and music historian Warren Zanes, grounding MGD in authenticity and creative process. I conceptualized and designed the interactive timeline that anchored the experience, letting users explore a weekly rotation of featured artists like KRS-One, Ben Gibbard, Elvis Costello, Jim James, and more through rich video storytelling and editorial content. The design drew on visual cues from vinyl sleeves, vintage gig flyers, and the golden tones of a freshly poured MGD. Every click felt like flipping through liner notes and every story helped bridge the gap between stage and brewery. This wasn’t just about product, it was about passion. And bringing that to life digitally made it one of the most fulfilling projects I’ve ever touched.