Scott Miles, 40, joined Mosaic a decade ago as one of the company’s first 15 employees. At the time, Miles worked in the “field marketing” department of the Toronto-based company, but he has since expanded his role and been integral to the company’s explosive growth.
Within his first year at Mosaic, Miles helped reconceive the department, turning its focus to experiential marketing. He also helped add digital marketing to the company’s offerings. Miles then went on to start a creative department. Employing such workers as contractors, environmental designers, graphic artists, and creative directors, Miles’s department soon expanded to multiple markets across North America.
Today, Miles is based in Chicago and leads strategy, “ideation” (or creative conception), and design for Mosaic’s North American offices in New York, Dallas, Chicago, Los Angeles, Atlanta, Toronto, and Montreal. Leading a team of 80, he helps build original campaigns for clients such as Bud Light, Stella Artois, and WestJet.
“Every day presents a different brand and a new challenge that allows me to pull different creative levers and leverage a unique combination of Mosaic services,” Miles says. “Everything is new these days. Everything is fresh. The toolkit we’re using to produce creative campaigns today is completely different and constantly evolving. Technology is forcing the end of traditional solutions. We have to design things that have never been done before. That challenge keeps me inspired to do my job better and differently every day.”
Recent highlights of Miles’s work include the takeover of California’s Catalina Island in May 2015 for Bud Light’s “Up for Whatever” campaign. The event rechristened the island “Whatever, USA,” and guests could engage in unusual activities including karaoke with Lil Jon, drag racing, and “human bowling.”
Miles also oversaw the Stella Artois Sensorium, which took place in Toronto in September 2015. Held in a custom dome on King Street West, the dinner series presented innovative dishes paired with beer, and engaged guests’ five senses. For example, 360-degree projections in the dome enhanced certain elements of each course. During one course, a live drummer played as speakers underneath each table caused dishes to shake to the beat of the drums.
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