When it inevitably becomes known that your office’s Christmas party is now a BYOB virtual happy hour, will you be happy or sad? The answer likely depends on how much you already liked your employees and how hungry you are after all those months in quarantine after socialization.
But Miller Lite and the DDB agency are betting that you’d like to skip the office Christmas business in favor of offline time at home. To highlight that opinion, the brand partnered with artist and photographer Alex Prager to create one of the most annoying office vacation parties of all time – which says something.
At first glance, the brand’s new ad portrays a really uncomfortable office party caught in a frozen moment of excess and emotion. However, it is actually a collection of 15 lifelike sculptures created to recreate the types of people and moments that you are unlikely to miss.
Prager called the project an ideal collaboration for an artist like her.
“It rarely happens that a project like this gets in my way. I’ve been experimenting with sculpture in my work for years. Miller Lite and DDB trusted that I would make 15 life sculptures with complete creative autonomy, ”said Prager. “It’s one of those dream collaborations that happens every five years or so. It touches on a lot of things that I have explored in my artistic practice – the boundary between reality and artistry and how we find ways to connect as humans through raw emotion and performance or projected realities. “
It’s one of those dream collaborations that happens every 5 years or so.
Alex Prager, artist
Prager’s work has been widely admired for bringing some of the eerie valley inconveniences normally associated with CGI to the real world via intricately staged sculptures. Her work for Miller Lite will be at the Los Angeles County Museum of Art as a free outdoor exhibit from November 21 through January 3, 2021.
The project was developed by the DDB offices in Chicago and San Francisco.
“With many companies canceling their workgroups or making their workgroups virtual, we’re getting something we want for the holidays – more time to enjoy Miller Time with our real friends,” said Courtney Carter Dugan, Activation Director, Miller Lite. “Nobody will miss making uncomfortable small talk or being forced to take silly photo booth pictures with colleagues.”
While the ad apparently pokes fun at the worst parts of office vacation parties, Prager said she appreciated the uplifting aspect of celebrating the holidays in smaller groups of close friends and loved ones.
“This year has been a disaster in terms of connecting with people with whom we share common realities,” she said. “I was very excited to be working on a project that is ultimately about love and the human condition, seen through an elegant and humorous lens. ”