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 and low-vision fans, the live game experience was still out of reach.
So we partnered with blind sports journalist Cameron Black and built Dreamcaster: proprietary accessibility technology that combined haptic feedback, gesture control, spatial audio, refreshable braille, and generative AI into a real-time, sensory-rich broadcast interface.
Then we put Cameron live on air to call Game 3 of the NBA Playoffs.
The impact:
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
Joy isn’t exclusive. It’s only worth it if everyone enjoys it.
