When Michelob ULTRA first came to us, they had an image problem. There was a perception of ULTRA being a ‘diet’ beer, sacrificing taste and flavor for low calories and carbs. We pushed to change that perception by showcasing ULTRA in a way that felt premium and delicious—while pairing ULTRA to the active lifestyle of its drinkers.

The entire production kicked off just as COVID-19 took control of the world in early 2020. Making this campaign was a baptism by fire in creating visually high quality work while shooting remotely. Problem solving on the fly with our friends The Marmalade in Hamburg and Travis Rathbone in NYC, we worked our asses off to make sure this campaign’s execution and craft excelled despite its non-traditional production environment.

Our unskippable YouTube assets were their own challenge. We again needed to link sport and an active lifestyle to Michelob ULTRA through storytelling, while showing premium taste cues, all in a six second format. If you think writing :15 second stories is tough, give :06 seconds a try.

“TENNIS”

“ALWAYS ON”

RESPONSIBILITIES // CREATIVE DIRECTION / ART DIRECTION / DESIGN / CONCEPT DEVELOPMENT