ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
About the Work
"For over 7 years, Michelob ULTRA has challenged the seriousness of sports and fitness culture, reminding people that “It’s only worth it if you enjoy it.”
But despite recent success, competition in the light beer category is relentless. Sales are driven heavily by cultural relevance. So we needed to strengthen the cultural relevance we had built around joy in sports. Especially as famous athletes struggled with the joy-killing pressure to win at all costs.
Enter tennis legend John McEnroe. He wasn’t exactly known for being joyful. In fact, he’s better known for his outbursts during tennis matches.
Thankfully, John has found joy in tennis after his playing career, rekindling his love for the game as a commentator and as a coach.
So we gave John the opportunity to find the joy he denied himself as a player… in a match against his younger self.
Tennis met science fiction as Michelob ULTRA created the first human vs. A.I. tennis match.
McEnroe went head-to-head against full A.I. versions of himself from the past, broadcast globally on ESPN.
A man famous for breaking rackets broke new ground and loved every second of it."
2023 Awards
Total Points: 21
Silver Cube
Credits
Agency
FCB / New York
PR / Marketing Agency
3pm
Client / Brand
AB InBev / Michelob ULTRA
Production Company
Falkon
Secret Guy
Unit 9
Music / Sound Production Company
JSM Music
Post Production Company
Chapeau
Ntropic
Sonic Union
Publisher
Notan Group
Chief Creative Officer
Danilo Boer
Joel Simon
Chief Marketing Officer
Benoit Garbe
Creative Director
Alexandre Abrantes
Jay Marsen
Lex Beltrone
Director of Photography
Bernard Hunt
Executive Creative Director
Samira Ansari
Yi Shiun Chai
Executive Producer
Alex Kim
Matt Cohen
Phil Erney
Producer
Robbie Herrera
Account Supervisor
Joe Labuz
Logan Butler
Associate Creative Director
James Meiser
Simon Dolsten
Strategy Director
Jamie Rutherford
2D Compositing
Joe Chiao
Mike Roy
2D Compositing Lead
Aiden Jung
Agency In-House Production
Lord + Thomas / New York
Archival Producer
Lizzy McGlynn
Associate Creative Director & Design
Thomas Mori
Brand Director
Kerry Scalora
Co-Chief Creative Officer
Gabriel Schmitt
Michael Aimette
colorist
Anthony Harris
Matt Rosenblum
Creative Director + Co–Director
Ryan Bucci
Creative Director/MGFX + Design
Lauren Mayer-Beug
Creative Partner
Michelle Craig
Director of Business Affairs
Janice Katz
Director of Digital Marketing
Alexis Unwalla
Director of Digital Marketing & E-Comm
Miles Ritenour
Director of Integrated Production
Adam Isadore
Director of production
Mindy Lubert
Director Sports Marketing & Partnerships
Dylan Ruby
Director, Marketing Communications
Jessica Thorpe
Editor & Animator
Breithner Monteiro
Chris Monteiro
EOC of Live Switching
Sean Smith
Flame Artist
Ted Stanley
Tegan Arnold
Global Head of Marketing
Chris Jones
Global Marketing Director
Paige Dawes
Head of Art & Design
Sy-Jenq Cheng
Head of Marketing Communications
Talita Andrade
Head of Media
Juliana Wurzburger
HOP & EP of Live-Action
Matias Letelier
Lead Flame Artist
Shane Zinkhon
Post Production Supervisor
Shannon Peioer
Senior Content Creator
Adam Nelson
Senior Manager
Lemondria Hobbs
Senior Production Talent Manager
Janet Merone
Senior VFX Artist
Anj Puglise
Sound Producer
Sharon Cha
VP/Executive Producer
Jeff Fiorello
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