From Beer to Entertainment

Consistency doesn’t headline. But it changes everything.

In 2019, Michelob ULTRA was growing, but not resonating. It was the functional, low-calorie beer for people who ran 5Ks and tracked macros. Solid product. Forgettable story.

The challenge? Spirits were exploding. Seltzers were everywhere. Creator-led brands were stealing the spotlight. And beer advertising still looked like beer advertising.

So we stopped thinking like a brand that talks. And started building like a brand that acts. With ideas designed to live across disciplines, experiences, and formats.

Everything started with one belief:

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

But instead of showing joy in traditional spots, we built a creative system that delivered it. In ways that were emotionally resonant, technologically bold, and culturally grounded.

When fans were locked out of arenas.
When legends questioned their legacy.
When blind fans couldn’t follow the game.
We asked, what can we build to bring them back in?

That belief sparked a series of creative firsts:

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 ❤️