The One Show

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2023 One Show - Branded Entertainment

McEnroe vs McEnroe

Agency FCB / New York + AB InBev / Michelob ULTRA

Client AB InBev / Michelob ULTRA


Augmented, Virtual & Mixed Reality (AR, VR, MR)

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 popular 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



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 Studio

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

Head of Production

Nicole Radford
Patrick Sullivan

Senior Integrated Producer

Marissa Lando
Pim Leeuwenkamp

Strategy Director

Jamie Rutherford

SVP Group Account Director

Diana Gonzalez Cash
Megan Bundy

1st Assistant Director

Kevin Murphy

2D Compositing

Joe Chiao
Mike Roy

2D Compositing Lead

Aidan Jung

Account Direction, Media Relations

Jackie Baez

Agency In-House Production

Lord + Thomas / New York

Archival Producer

Lizzy McGlynn

Associate Creative Director & Design

Thomas Mori

Brand Director

Kerry Scalora


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

Integrated Producer

Doria Lacey

IT/Desktop Support

Jacob Crook

Lead Flame Artist

Shane Zinkhon

Manager, Pipeline - Technology

Mark Wright

Managing Director/Partner

Karuna Venter

Media Manager

Bridget Inglima

Online Editor

Bill Cramer

Operations & Legal Manager

Melissa Ashkin

Post Production Supervisor

Shannon Peiper

Production Lead

Sarah Barson

Production Manager

Nikil Shyam Sunder

Senior Content Creator

Adam Nelson

Senior Editor

Mitch Schreiber

Senior Manager

Lemondria Hobbs

Senior Media Manager

Lindsay Marzocca


Andrew Manning
Norm Felker

Senior Production Talent Manager

Janet Merone

Senior Project Manager

Abby Kiefer

Senior Strategist

Michael Schonfeld

Senior VFX Artist

Anj Puglise

Senior Vice President

Jim Sias
Peter Martin

Sound Designer/Mix Engineer

Julienne Guffain

Sound Producer

Sharon Cha


Walter Chism

Studio Director

Liz Ludden

SVP Studio Director

Roman Mendez

Technical Director + Co–Director

Davey Sherwinter

Traffic Manager

Mary Beth Parton

VFX Artist

Derek Viramontes
Kathleen Chee
Tom Mackey

VFX Executive Producer

Graham Holly

VFX Producer

Nicole Visram

VFX Supervisor - Creative Lead/Partner

Ben Looram

VFX/Flame Artist

Colin Stackpole

Vice President, Consumer Connections

Spencer Gordon

Vice President, Marketing

Ricardo Marques

VP, Account Director

Ashley Read

VP/Executive Producer

Jeff Fiorello

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