DREAMCASTER

Under the platform "It's Only Worth It If You Enjoy It," Michelob ULTRA has grown from the #5 domestic beer to #2 in the U.S.

But competition never ends in the beer category. Sales are driven by cultural relevance.

So, to continue growing Michelob ULTRA's sales and market share in 2023, we set out with the objective to inject "It's Only Worth It If You Enjoy It'
with a burst of cultural relevance and increase earned conversation.

As the Official Beer of the NBA, we honed in on a problem - for millions of basketball fans around the world - that deprives them of joy:
A sizable number of fans struggle to follow live games because they’re blind or visually impaired.

Such a pressing problem demanded a groundbreaking solution.
So we harnessed the tech-forward spirit that fueled past activations like McEnroe vs. McEnroe and NBA Courtside to once again do the unthinkable.

We developed our own proprietary technology that used touch, haptics, and sound to
immerse blind and visually impaired fans in the joy of a live basketball game as it unfolded.

And we partnered with Cameron Black, a blind sports journalist, to bring that technology to life during a pivotal moment in basketball culture: the NBA Playoffs.

Soon, we'll release our proprietary accessibility technology to every fan in the world, proving that "It's Only Worth It If We All Enjoy It".

Role: Executive Creative Director