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.

2023 ADC Awards - Experiential Design

McEnroe vs McEnroe

Agency FCB / New York + AB InBev / Michelob ULTRA

Client Anheuser Busch Michelob ULTRA


Digital Experiences / Augmented / Mixed Reality

Annual ID


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: 45



FCB / New York

PR / Marketing Agency


Client / Brand

AB InBev / Michelob ULTRA

Production Company

Secret Guy
Unit 9

Music / Sound Production Company

JSM Music

Post Production Company

Sonic Union


Notan Group

Chief Creative Officer

Danilo Boer
Joel Simon

Chief Marketing Officer

Benoit Garbe

Director of Photography

Bernard Hunt

Executive Creative Director

Samira Ansari
Yi Shiun Chai

Executive Producer

Alex Kim
Matt Cohen
Phil Erney


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


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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