The world’s first blind sportscaster to call an NBA Playoff game—live.

Michelob ULTRA is the Official Beer of the NBA, built to champion joy, but for millions of blind or visually impaired fans, the live game experience is still out of reach. That’s not just unfair—it’s a problem worth solving.

So we created Dreamcaster, a first-of-its-kind system that turned one man’s lifelong dream into an historic cultural moment.

We partnered with blind sports journalist Cameron Black and built proprietary accessibility technology from the ground up—combining haptic feedback, gesture control, spatial audio, refreshable braille, and generative AI into a real-time, sensory-rich broadcast interface.

Then we did the unthinkable: we put Cameron live on-air to commentate Game 3 of the NBA Playoffs.

The result wasn’t just a broadcast. It was a breakthrough.

And it did what every great Michelob ULTRA idea does: it moved culture and moved product.

The Impact:

• Dreamcaster became the most awarded campaign in the world in 2024

• Helped drive Michelob ULTRA from the #5 to the #2 domestic beer in the U.S.

• +41% sales growth over 5 years under the “It’s Only Worth It If You Enjoy It” platform

• 95% positive sentiment and global media coverage

• Proprietary tech to be released publicly for use by visually impaired fans everywhere

It wasn’t just a reflection of Michelob ULTRA’s belief that joy matters – it was a bold redefinition of it, proving true joy isn’t exclusive. It’s only worth it if everyone enjoys it.