Lap of Legends
Michelob ULTRA · 2024
7 awards: Cannes · London International Awards · Clio Awards · ANDY Awards · +3 more
Strategic insight
F1 culture had swung from joyous sport to cutthroat pressure cooker. By literally placing legends' joy as racing opponents, the work rewired how the sport's audience thinks about competition itself—repositioning intensity as optional, not mandatory.
The Tech
Real-time machine learning processed GPS data to centimeter-level precision, rendering AR avatars in Logan Sargeant's helmet that responded dynamically to his driving. The system proved so accurate that F1 teams adopted it for strategy modeling, proving the innovation has competitive utility beyond entertainment.
Earned Reach
The campaign delivered 4.5 billion impressions and 19 million viewers across platforms, with a 1650% month-over-month organic search lift for the brand and 23% growth in social reach. Press coverage was entirely positive or neutral, establishing cultural momentum during promotional phase.
