The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Spatial Design / Experiential & Immersive
Annual ID
OS23_DE028S
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.
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
Silver Pencil
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 Studio
Associate Creative Director
James Meiser
Simon Dolsten
Chief Creative Officer
Joel Simon
Gabriel Schmitt
Michael Aimette
Danilo Boer
Chief Marketing Officer
Benoit Garbe
Creative Director
Alexandre Abrantes
James Medcraft
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
Strategy Director
Jamie Rutherford
Associate Creative Director & Design
Thomas Mori
Creative Director + Co-Director
Ryan Bucci
Creative Director / MGFX + Design
Lauren Mayer-Beug
Editor & Animator
Breithner Monteiro
Chris Monteiro
Head of Art & Design
Sy-Jenq Cheng
Senior Content Creator
Adam Nelson
Senior Producer
Andrew Manning
Norm Felker
Senior Strategist
Michael Schonfeld
Sound Designer / Mix Engineer
Julienne Guffain
VFX Executive Producer
Graham Holly
VP / Executive Producer
Jeff Fiorello
1st Assistant Director
Kevin Murphy
2D Compositing
Joe Chiao
Mike Roy
2D Compositing Lead
Aidan Jung
Account Direction, Media Relations
Jackie Baez
Account Supervisor
Joe Labuz
Logan Butler
Agency In-House Production
Lord + Thomas / New York
Archival Producer
Lizzy McGlynn
Brand Director
Kerry Scalora
Colorist
Anthony Harris
Matt Rosenblum
Creative Partner
Michelle Craig
Director of Business Affairs
Janice Katz
Director of Digital Marketing
Alexis Unwalla
Director of Digital Marketing & Ecommerce
Miles Ritenour
Director of Integrated Production
Adam Isadore
Director of production
Mindy Lubert
Director Sports Marketing & Partnerships
Dylan Ruby
Director, Marketing Communications
Jessica Thorpe
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 Marketing Communications
Talita Andrade
Head of Media
Juliana Wurzburger
Head of Production
Nicole Radford
Patrick Sullivan
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 Editor
Mitch Schreiber
Senior Integrated Producer
Marissa Lando
Pim Leeuwenkamp
Senior Manager
Lemondria Hobbs
Senior Media Manager
Lindsay Marzocca
Senior Production Talent Manager
Janet Merone
Senior Project Manager
Abby Kiefer
Senior VFX Artist
Anj Puglise
Senior Vice President
Jim Sias
Peter Martin
Sound Producer
Sharon Cha
Studio Coordinator
Walter Chism
Studio Director
Liz Ludden
SVP, Group Account Director
Diana Gonzalez Cash
Megan Bundy
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 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
Related Awards
