From Beer to Entertainment

Consistency rarely grabs attention. It is the force behind lasting impact.

Everything began in 2019 with a brand that grew but didn’t leave an impression. Michelob ULTRA felt like the low-calorie beer for runners and macro-trackers. Solid in theory, easy to forget in practice.

Instead of talking like a brand, we began acting like one. We created ideas that could live across departments, platforms, and formats.

We rooted everything in one belief:

“It’s only worth it. If you enjoy it.”

That belief sparked a string of first-in-class ideas:

Courtside (2021) — AI-powered virtual NBA seats brought fans into the bubble
McEnroe vs. McEnroe (2022) — A legacy-defining match between a tennis icon and his digital twin
Dreamcaster (2023) — Adaptive broadcast tools let a blind commentator call a playoff game
Lap of Legends (2024) — An F1 driver raced AI-rendered legends, broadcast live in 30 countries

Each project blended emerging tech with human feeling. Each pushed the brand beyond advertising and into entertainment.

The goal wasn’t to reflect what fans already loved. It was to imagine what hadn’t been done, and then make that real.

We worked across strategy, production, talent, and technology. We developed original IP. We treated production as a creative discipline. And we redefined how a beer brand could show up in culture — not just adjacent to it, but within it.

These weren’t ads. These were experiences.

Collaboratively built. Globally delivered. Designed to be remembered.

We built a creative system that turned belief into action.

Not a campaign. A platform.
Not a moment. A movement.
Not impressions. Impact.

And it worked.

41 percent sales growth
3.9 million new barrels
Number one domestic beer in the U.S.
A brand that now leads through experience, not just product

This wasn’t a seasonal effort. It was a structural transformation. A five-year evolution across four sports, three continents, and countless formats.

Penta Pencil. One Show Gold.
And a glimpse of what creative leadership looks like when emotion, culture, and execution work in sync.

Still can’t believe this one. Thank you to everyone who helped shape the work over the years.
And to the juries for recognizing that consistency can be just as creative as a big swing.
Let’s keep building.

Love you all ❤️