Freelance CREATIVE DIRECTOR - PHOTOGRAPHER
Photography, Promotional Poster
Mike had the chance to work as a freelancer CD with the Heineken marketing team, with hopes to reach the underage adult community*. The objective, to create a powerful message that could resonate with a younger audience and put the scare into teens for underage drinking.
Approaching the project with a desire to help the cause, and a personal connection to the loss of a friend from drunk driving, Michael set to provide a strong message. “Shattered Dreams”, just like the impact of a glass bottle hitting the concrete, a teenagers dream could just as quickly be destroyed. The symbolic image and brutal similarity in action caught Michaels vision exact to the message.
*The Beer Institute and its members support the federal government’s “We Don’t Serve Teens” program that provides parents and other adults with tools and information they need to help reduce teen drinking. Each year since the program began in 2007, the Beer Institute with members Anheuser-Busch, Crown Imports, HEINEKEN USA and MillerCoors have actively supported and promoted the campaign’s national efforts. Support included highlighting the campaign on corporate websites, providing the campaign website on local publications, and securing radio, digital, bus shelter, billboard and print advertising as well as retail placements. In 2011, these members “adopted” their corporate hometowns to make a special effort to raise awareness of the programs in those locations.