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McEnroe vs McEnroe

Entertainment
Use of MR
Media
Use of XR
Experiential
Use of Technology
Gaming & Virtual Worlds
Use of MR
Media
Entertainment
Animation
Use of XR
Creative Transformation
Spaces
Experiential
Use of MR
Film
Innovation
Gaming & Virtual Worlds
Use of Avatars
Media
Collaboration
Media
Events & Stunts
Digital
Use of XR
Digital Design
Use of Data
Direct
Events
Direct
Innovation
Direct
Use of XR
Integrated
Large Enterprise
Media
Integrated
Spatial Design
Installations

Michelob ULTRA created and produced the first tennis match held between real and virtual players. The match was between John McEnroe and five virtual avatars of himself throughout various points in his career. The first-of-its kind branded content broadcast gave ULTRA one hour of free media on ESPN and clearly demonstrated the brand's 'It's only worth it if you enjoy it' platform in a compelling, entertaining, and technologically advanced way. The event reminded us all to enjoy the journey by giving tennis icon John McEnroe the chance to relive his.

Lead

FCB New York

Client

AB InBev

Country

United States

Brand

Michelob Ultra

Advertising Agency

160over90
3PM
Dentsu
FCB New York

Design Agency

Code3

Production Company

Lord + Thomas

1st Assistant Director

Kevin Murphy

2D Compositing

Joe Chiao
Mike Roy

2D Compositing Lead

Aidan Jung

Account Direction, Media Relations

Jackie Baez

Archival Producer

Lizzy McGlynn

Associate Creative Director & Design

Thomas Mori

CEO/CCO

Joel Simon

Co-Composer

Andrew Ybanez
Becca Riter
Cecil Campanaro
Jason Krebs
Jason T Miller
Jonathan Russell
Julia Piker
Nathaniel Morgan
Seamus Kilmartin
Vlad Berkhemer

Creative Director & Co–Director

Ryan Bucci

Creative Director/MGFX + Design

Lauren Mayer-Beug

Creative Lead/Partner

Ben Looram

Director of Digital Marketing

Alexis Unwalla

Director of Digital Marketing & E-Comm

Miles Ritenour

EOC of Live Switching

Sean Smith

Global Creative Partner

Danilo Boer

Head of Art & Design

Sy-Jenq Cheng

Head of Media

Juliana Wurzburger

Head of Production & Executive Producer of Live-Action

Matias Letelier

IT/Desktop Support

Jacob Crook

Manager, Pipeline - Technology

Mark Wright
Tommy Wright

Managing Director/Partner

Karuna Venter

Operations & Legal Manager

Melissa Ashkin

Senior Colourist

Anthony Harris
Matt Rosenblum

Senior Content Creator

Adam Nelson

Senior Editor and Animator

Breithner Monteiro

Senior Manager

Lemondria Hobbs

Senior Production Talent Manager

Janet Merone

Senior VFX Artist

Anj Puglise

Sound Designer/Mix Engineer:

Julienne Guffain

Studio Coordinator

Walter Chism

SVP Studio Director

Roman Mendez

SVP, Group Account Director

Diana Gonzalez Cash
Megan Bundy

Technical Director & Co-Director

Davey Sherwinter

VFX/Flame Artist

Colin Stackpole

Vice President, Consumer Connections

Spencer Gordon

VP, Account Director

Ashley Read

2D Lead

Aidan Jung

Animation

Notan Studio

Animator

Breithner Monteiro
Chris Monteiro

Associate Creative Director

James Meiser
Simon Dolsten
Thomas Mori

CEO & Founder

Joel Simon

Chief Creative Director

Gabriel Schmitt
Michael Aimette

Chief Creative Officer

Gabriel Schmitt
Joel Simon
Michael Aimette

Compositing Artist

Mike Roy

Content Creator

Adam Nelson

Creative Agency

FCB New York

Creative Director

Alexandre Abrantes
James Medcraft
Jay Marsen
Lauren Mayer-Beug
Lex Beltrone
Ryan Bucci

Creative Lead

Ben Looram

Creative Partner

Danilo Boer
Michelle Craig

Digital Technology Manager

Mark Wright

Director of Integrated Production

Adam Isidore

Director of Photography

Bernard Hunt

Director of Production

Mindy Lubert

Editing

Secret Guy

Executive Creative Director

Samira Ansari
Yifei Chai

Executive Producer

Alex Kim
Jeff Fiorello
Matt Cohen
Phil Erney

Flame Artist

Colin Stackpole
Shane Zinkhon
Ted Stanley
Tegan Arnold

Head of Art

Sy-Jenq Chen
Sy-Jenq Cheng

Head of Production

Nicole Radford
Patrick Sullivan

Integrated Producer

Doria Lacey

Lead Flame Artist

Shane Zinkhon

Local PR Agency

Mix & Sound Designer

Julienne Guffain

Music & Sound Production

JSM Music

Online Editor

Bill Cramer
Bill Cramer/Secret Guy

Post Production Company

Chapeau
NTropic

Post Production Supervisor

Shannon Peiper

Production Lead

Sarah Barson

Production Manager

Nikil Shyam Sunder

Senior Editor

Breithner Monteiro
Mitch Schreiber

Senior Integrated Producer

Marissa Lando
Pim Leeuwenkamp

Senior Media Manager

Lindsay Marzocca

Senior Producer

Andrew Manning
Janet Merone
Norm Felker

Sound Production

Sonic Union

Studio Director

Liz Ludden
Roman Mendez

Technologist

Jacob Crook

VFX Artist

Derek Viramontes
Kathleen Chee
Roman Mendez
Tom Mackey
Colin Stackpole

VFX Executive Producer

Graham Holly

VFX Producer

Nicole Visram

VFX Supervisor

Ben Looram

Video Production Company

Falkon

Account Director

Ashley Read
Jackie Baez

Account Supervisor

Joe Labuz
Logan Butler

Associate Director of Business Affairs

Janice Katz

Brand Director

Kerry Scalora

Chief Executive Officer

Joel Simon

Chief Marketing Officer

Benoit Garbe

Digital Marketing Lead

Miles Ritenour

Director of Business Affairs

Janice Katz

Director of Marketing Communications

Jessica Thorpe

Director of Sports Marketing

Dylan Ruby

Global Head of Marketing

Chris Jones

Global Head of Media Strategy

Juliana Wurzburger

Global Marketing Director

Paige Dawes

Group Account Director

Diana Gonzalez
Megan Bundy

Head of Marketing Communications

Talita Andrade

Manager

Lemondria Hobbs

Managing Director

Karuna Venter

Marketing Vice President

Ricardo Marques

Media Manager

Bridget Inglima

Operations Manager

Melissa Ashkin

Producer

Robbie Herrera
Sharon Cha

Senior Project Director

Abby Kiefer

Senior Project Manager

Abby Keifer

Senior Strategist

Michael Schonfeld

Senior Vice President

Jim Sias
Peter Martin

Strategy Director

Jamie Rutherford

Studio Manager

Walter Chism

Traffic Manager

Mary Beth
Mary Beth Parton

Vice President

Jeff Fiorello

Vice President of Consumer Marketing

Spencer Gordon

Senior Colorist

Anthony Harris
Matt Rosenblum

Entertainment
Use of MR
Media
Use of XR
Experiential
Use of Technology
Gaming & Virtual Worlds
Use of MR
Media
Entertainment
Animation
Use of XR
Creative Transformation
Spaces
Experiential
Use of MR
Film
Innovation
Gaming & Virtual Worlds
Use of Avatars
Media
Collaboration
Media
Events & Stunts
Digital
Use of XR
Digital Design
Use of Data
Direct
Events
Direct
Innovation
Direct
Use of XR
Integrated
Large Enterprise
Media
Integrated
Spatial Design
Installations

See rankings

Comment from D&AD Community

“As much I don't want to admit AI is going to run the future of everything we touch, this campaign did it right. Craftsmanship of the work was impeccable, and they used the campaign to challenge what entertainment can be. I'm expecting more work will be like this in the future, but I commend this campaign for being quick in developing game-changing content.”
Jax Jung, Global Creative Director, Cheil Worldwide