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Production Design
Rusty Wallace & The Miller Time Machine
Production Design, Prop Fabrication, and Production Assistant — 1997
Client
Studio
Agency
COMMERCIAL
PRODUCTION DESIGN
PROP FABRICATION
Watch the Commercial
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Production Stills
"Miller Time" — End card with the iconic checkered flag branding
"The Adventures of Rusty" — Rusty Wallace behind the wheel during the 1997–98 Daytona 500 campaign
Puppet fabrication — One of the custom-built puppets used in the animated commercial sequences
Puppet close-up — A detailed character puppet displayed on a vintage TV set in the garage workshop
The pit crew — Rusty Wallace and the Miller Lite team huddle up in a classic race day moment
"Miller Time Machine" — Rusty's car tears down the track in the iconic title card sequence
Saving a Woodchuck with Practical Effects & Innovative Solutions
Overview
For the Miller Lite advertising campaign, Curious Pictures was tasked with producing a series of innovative commercials that highlighted the brand's unique qualities. Our team focused on creating a vibrant and engaging visual narrative that resonated with the target demographic. Throughout the project, we employed state-of-the-art filming techniques and crafted custom props and sets to ensure that each commercial stood out. Our efforts included detailed scene setups and dynamic lighting arrangements to capture the refreshing essence of Miller Lite. Additionally, we integrated advanced digital effects to enhance the visual impact and ensure a cohesive aesthetic across all media platforms.
The Challenge
The campaign required a multi-disciplinary production approach that could seamlessly blend practical craftsmanship with cutting-edge visual effects. Each commercial needed to stand apart while maintaining cohesive brand identity across the series. The production demanded rapid turnarounds, camera-ready precision, and creative solutions that could translate Miller Lite's brand energy into compelling visual storytelling — all within the high-pressure environment of a national advertising campaign.
The Approach
Working under Curious Pictures, I contributed across multiple departments, bringing versatility and hands-on capability to every phase of production. My approach was rooted in understanding how each role — from runner to puppet fabricator — served the larger creative vision. Every prop, every set piece, every practical effect was designed not just to look good on camera, but to authentically embody the brand's identity and amplify the storytelling.
Execution
As a Runner, I ensured efficient communication and material delivery between departments, maintaining workflow continuity under tight deadlines. In the Art Department, I developed visually compelling set designs that aligned with the brand's identity, focusing on aesthetic appeal and brand consistency. In Prop Design, I created unique and thematic props that were integral to storytelling, enhancing the authenticity and engagement of the advertisements. For Puppet Fabrication, I designed and fabricated detailed puppets for animated sequences, adding a creative and distinctive element to the commercials. On the Practical Effects side, I implemented innovative practical effects to create visually striking scenes that captured the viewer's attention and emphasized key messages of the campaign.
The Result
The Miller Lite campaign delivered a series of commercials that successfully captured the brand's refreshing energy and distinctive personality. The combination of handcrafted practical elements and polished digital effects created a visual language that resonated with audiences and reinforced Miller Lite's market positioning. The experience solidified my reputation as a versatile production professional capable of contributing meaningfully across every department of a major commercial production.
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tylerbush@gmail.com
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A Continuing Lecturer of Visual Communication & Design at Purdue University teaching at the confluence of Business, Technology, and Media Education. A project professional, providing clients and partners with strategy-led creative, project, and production leadership.
Northwest Indiana
Chicago Metro
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Skills & Contributions
Commercial Production
Art Department
Prop Design & Fabrication
Puppet Fabrication
Practical Effects
Set Design
Production Running
Brand Storytelling