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To launch Miller Lite’s Super Bowl campaign, we were challenged to create the first branded bar in the metaverse — and make it the exclusive home of the brand’s Big Game commercial. With only six weeks from concept to completion, we set out to merge cinematic storytelling with real-time world building, creating a fully CG world that lived across film and interactive media.
The Super Bowl Brief
The challenge was historic: create the first branded bar in the metaverse for Miller Lite’s Super Bowl campaign. With only six weeks on the clock, our goal was to dissolve the barrier between cinematic storytelling and real-time interaction, building a fully CG world that could live across both linear film and interactive media.
We didn't just model a room; we built an ecosystem. Utilizing high-fidelity matte paintings to guide lighting and tone, we established a visual language that felt grounded, architectural, and distinctly Miller Lite.
Architecting the Virtual
