Michelob ULTRA: Dreamcaster

Cameron Black was born blind, but he never let that stand in the way of his dream to become a sports broadcaster. Driven by a passion for basketball, Cameron worked with us over the past year to develop a groundbreaking system that allows him to experience the game in an entirely new way. Using a combination of technologies, we crafted a new language of basketball, enabling Cameron to do what many thought was impossible—commentate on Game 3 of the NBA Playoffs.

Michelob ULTRA, as the Official Beer of the NBA, recognized that for millions of fans, the joy of live sports is often out of reach due to visual impairments. To address this, we leveraged our innovative spirit to create proprietary technology that brings the excitement of a live game to those who need it most. This initiative not only aligns with Michelob ULTRA’s platform, “It’s Only Worth It If You Enjoy It,” but also redefines it: “It’s Only Worth It If We All Enjoy It.”

Under this platform, the brand has grown from the #5 domestic beer to #2 in the U.S., achieving a 41% increase in sales over the last five years. As we continue to grow and maintain our position as a leading beer in the U.S.,

A fusion of gesture control, spatial audio, refreshable braille with generative AI, and haptic feedback allowed Cameron Black to deliver real-time, multisensory commentary.

After advancements in AI and sensory technology made Cameron Black the first blind sportscaster, we realized something was missing: his story.

The film, featuring full audio-description for the blind, premiered in theaters. After being showcased at multiple festivals, it is now eligible to compete at the Academy Awards.