SYNOPSIS

Michelob ULTRA, the beer brand that always reminds us to prioritize joy, invited legendary tennis player John McEnroe to look back at his incredible career and face-off against himself in the world’s first real vs. virtual tennis match. “

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APPROACH

Michelob ULTRA believes “It’s Only Worth It If You Enjoy It.” And its messaging became especially relevant at a time when more and more athletes have begun to question whether a win-at-all-costs mentality brings them joy.

With “McEnroe vs. McEnroe,” Michelob ULTRA helped shine a light on the subject by bringing John McEnroe, an athlete known for being tough on the court, to reflect on his career and face his toughest opponent: himself.The real John McEnroe played virtual versions of himself from the 1970s and ’80s, powered by AR MetaHuman technology, and on a specially built tennis court — the first-ever half real, half virtual one. On the virtual half of the court, we projected McEnroe’s avatar onto a particle-mist screen, and on the physical half, we custom-built the surface with acrylic fiber to resemble his favorite courts from the 1980s.

“A world-first physical vs virtual tennis match between the real-life John McEnroe and his digital avatars from the past…”

APPROACH

“…combining AI, Unreal Engine, body tracking and A SOULFUL STORY. Awarded with 5 Cannes Lions.. ”

IMPACT IMPACT

With over 10 million views across ESPN’s channels, McEnroe vs McEnroe attracted more eyeballs than the 2021 NBA finals – making this one of the most-watched sports events of the year.Awarded with 5x Cannes Lions and 1x FWA.