The One Show
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Category
Responsive Environments
Annual ID
OS25_EX052M
Background
As Formula 1’s popularity surged in the U.S., Michelob ULTRA faced a unique challenge: how to redefine F1 sponsorships in a space saturated with traditional, passive advertising. F1 fans are drawn to the sport’s innovation and high-octane energy, yet sponsorships often fall flat, reduced to logo placements and static branding. Michelob ULTRA sought to change the game, creating an immersive spectacle that not only amplified fan engagement but also introduced new, dynamic possibilities for experiencing the sport. Lap of Legends was born — a transformative, real-vs.-virtual race that seamlessly blended advanced technology, storytelling, and interaction to reimagine what F1 fan experiences could be.
Creative Idea
Lap of Legends wasn’t just a campaign; it was a groundbreaking immersive event that brought F1’s innovative spirit to life. By merging live-action racing with augmented reality, Michelob ULTRA gave fans a front-row seat to a race like no other. Fans watched Logan Sargeant, the first American F1 driver in 30 years, face off against AR avatars of legendary F1 drivers. Powered by advanced machine learning and telemetry data, these virtual competitors responded to Logan’s actions in real time. This immersive hybrid of physical and digital racing didn’t stop at the event — dynamic social content and cutting-edge web integrations allowed fans to engage with the spectacle on their own terms.
Insights & Strategy
Insight: F1 fans crave immersive, tech-driven experiences that match the sport’s cutting-edge ethos and deepen their connection to the action.
Strategy: Create a transformative hybrid experience that merged live-action racing with digital innovation, offering fans an unprecedented way to engage. Lap of Legends redefined the F1 experience, shifting from passive sponsorship to an active, interactive event that allowed fans to be immersed in the excitement of the race. Using the latest advancements in AI and AR, Michelob ULTRA didn’t just tell a story about F1 – we revolutionized how fans experience it.
Strategy: Create a transformative hybrid experience that merged live-action racing with digital innovation, offering fans an unprecedented way to engage. Lap of Legends redefined the F1 experience, shifting from passive sponsorship to an active, interactive event that allowed fans to be immersed in the excitement of the race. Using the latest advancements in AI and AR, Michelob ULTRA didn’t just tell a story about F1 – we revolutionized how fans experience it.
Execution
Lap of Legends set a new standard for sports entertainment:
Logan Sargeant raced in his car — like he normally would — at Silverstone, home of the British Grand Prix. But his digitized opponents appeared as augmented reality avatars in his racing helmet, responding to his driving motions in real time. We used AI to gather 45 years of data and deploy 42.3 million data points to build unique racer profiles that had 198 unique attributes — so the virtual racers think and drive like they used to. We then conveyed Logan’s movements to them via real-time data, allowing them to react to his every move.
With 28 unique camera angles — more angles than any F1 race — more than 19 million viewers across live TV were immersed in this alternate reality with Logan. For the first time ever, F1 fans got to experience a modern-day driver competing against the legends of the sport.
We previewed "Lap of Legends" at the United States Grand Prix in October 2023, and at premier events in early 2024. Then, the full program aired on AMC, BBC America, YouTube, and Roku in spring 2024, and was watched in 31 countries. The show was interspersed with stories of Logan’s journey, adding a personal narrative that no other F1 race has offered.
Michelob ULTRA used cutting-edge AI and AR technology to create an immersive F1 experience, blending real-time racing with virtual legends, captivating millions of fans worldwide.
Logan Sargeant raced in his car — like he normally would — at Silverstone, home of the British Grand Prix. But his digitized opponents appeared as augmented reality avatars in his racing helmet, responding to his driving motions in real time. We used AI to gather 45 years of data and deploy 42.3 million data points to build unique racer profiles that had 198 unique attributes — so the virtual racers think and drive like they used to. We then conveyed Logan’s movements to them via real-time data, allowing them to react to his every move.
With 28 unique camera angles — more angles than any F1 race — more than 19 million viewers across live TV were immersed in this alternate reality with Logan. For the first time ever, F1 fans got to experience a modern-day driver competing against the legends of the sport.
We previewed "Lap of Legends" at the United States Grand Prix in October 2023, and at premier events in early 2024. Then, the full program aired on AMC, BBC America, YouTube, and Roku in spring 2024, and was watched in 31 countries. The show was interspersed with stories of Logan’s journey, adding a personal narrative that no other F1 race has offered.
Michelob ULTRA used cutting-edge AI and AR technology to create an immersive F1 experience, blending real-time racing with virtual legends, captivating millions of fans worldwide.
Results
Michelob ULTRA’s Lap of Legends redefined fan experiences and opened new possibilities for F1’s future:
+6.52% YOY sales growth from May to June, solidifying Michelob ULTRA’s premium positioning in a competitive market.
300M impressions, introducing millions of fans to a transformative F1 experience that blended physical and digital elements.
$10M in added media value, proving the campaign’s ability to amplify impact and redefine the sponsorship model.
Lap of Legends wasn’t just an event—it was a cultural shift, redefining the boundaries of what’s possible for F1 fans and elevating Michelob ULTRA’s place in the sport.
+6.52% YOY sales growth from May to June, solidifying Michelob ULTRA’s premium positioning in a competitive market.
300M impressions, introducing millions of fans to a transformative F1 experience that blended physical and digital elements.
$10M in added media value, proving the campaign’s ability to amplify impact and redefine the sponsorship model.
Lap of Legends wasn’t just an event—it was a cultural shift, redefining the boundaries of what’s possible for F1 fans and elevating Michelob ULTRA’s place in the sport.
2025 Awards
Total Points: 3
Merit
Credits
Agency
FCB / New York
Client / Brand
AB InBev - Michelob ULTRA
Production Company
The Mill / New York
Music / Sound Production Company
Citizen Music
Animator
Doma Harkai
Art Director
Ilgi Candar Dyer
Associate Creative Director
David Green
Lara Polovina
Chief Creative Officer
Michael Aimette
Chief Strategy Officer
Todd Sussman
Creative Director
Jim Robbins
Thomas Mori
Design Director
Eric Benitez
Designer
Ella Hyunjoo Ahn
Director
Andrew Proctor
Mara Rudolph
Editor
Chris Monteiro
Jake Zimet
Executive Creative Director
Alexandre Abrantes
Producer
Katherine Miccio
Ramya Shankar
Strategy Director
Jamie Rutherford
Assistant Editor
Andre Correa
Associate Producer
Jenna Ramon
Executive Producer
Chris Connolly
Global Art Director & Designer
Vitor Hugo Favero
Global Creative Partner
Danilo Boer
Group Strategy Director
Alex Beerden
Head of Design
Sy-Jenq Cheng
Lead Editor
Breithner Monteiro
Senior Designer
Simon Fernandes
Senior Producer
Catherine M. Fischer
Senior Strategist
Michael Schonfeld
VP, Executive Integrated Producer
Daniel Roversi
2D Lead
David Piombino
Account Director
Elisa Tanganelli
Account Executive
Gillian Bloom
Matthew Hamburg
Louis Carvell
Account Manager
Brian Sanchez
Account Supervisor
Logan Butler
Analyst, Paid Social
Nicholas Galanti
Archival Producer
Lizzy McGlynn
Associate
Elena Holceker
Associate Director, Content
Zena Gittens
Associate Director, Digital Investment
Ashley Gigante
Associate Director, Investment
Griffin Noake
Associate Director, Paid Social
Kelly Lynn Chagnon
Associate Director, Strategy
Alex Nathanson
Associate General Counsel, Anheuser-Busch
Cara Stuckel
Erika Cohn
Associate Program Director
Abby Kiefer
Brand Director of Digital, Michelob ULTRA
Teresa Keeney
Brand Director, Michelob ULTRA
Leah Saccoccio
Car Assembly Manager - Heritage
Jim Barker
CG Lead
Stephen Eisenmann
Creative
Simon Dolsten
DIL Team Leader
Andrew Newton
Director of Business Affairs
Janice Katz
Director of Experience
Jocelyn Birsch
Director of Experiential Marketing, Michelob ULTRA
Matias Regenhardt
Director Sports Marketing and Partnerships, Michelob ULTRA
Dylan Ruby
Director, Digital Investment
Juli Marques
Director, National Media, Michelob ULTRA
Alexis Unwalla
Executive Creative Director, Production
Gavin Wellsman
Executive Vice President, Investment
Kara Lazarus
Experience Senior Producer
Lyn Gaza
Experience Technology Director
Adam Smith
F1 Media Communication
Rebecca Banks
Head of Design & Creative Director
Patrick Coleman
Head of Live Action UK
Johnny Blick
Head of Media
Juliana Wurzburger
Head of Partnerships
James Southerland
Key Account Executive
Tony Cassano
Line Producer
Swifty Hanrahan
Tim Tyrell
Manager
Elayza Gonzalez
Jake Spitz
Manager, Paid Social
Corey E. Brown
Managing Director
Angela Lupo
Media Sales Manager
Dave Bignel
Partner Manager
Charlie Raven
Project Manager
Lilly Sessions
Sales Account Manager Media Rights
Holly Boyd
Senior Analyst, Paid Media
Issac Aronoff
Senior Analyst, Paid Social
Isaac Aronoff
Senior Creative Developer
Rui An
Senior Partner Manager
Juliette Pelham
Senior Post Producer
Matt Klein
Senior Project Manager
Chelsea Harmon
Samantha Sam
Senior Vice President
Peter Martin
Senior Vice President, Creative Experience
Gerard Martin
Sr. Account Manager
Zoe Schafer
Sr. Brand Director, Michelob ULTRA
Miles Ritenour
Sr. Business Affairs Manager
Jeff Robertson
Sr. Comms Strategist
Dominique Thibault
Sr. Director, Marketing Communications, Anheuser-Busch
Lacey Clifford
Sr. Manager, Michelob ULTRA
Sarah Ben-Zvi
Sr. Talent Manager
Jewel Chandler
Studio Director
Jackie Helfgott
Supervisor, Investment
Alex Anderson
SVP, Group Account Director
Diana Gonzalez Cash
SVP, Head of Production & Content
Nick Williams
The Garage Crew at Williams Racing
The Garage Crew at Williams Racing
Vice President, Content and Partnerships
Mike DeSanti
Vice President, Investment
Jaime Millman
Vice President, Strategy
Justin Simon
VP Marketing, Michelob ULTRA
Ricardo Marques
VP of Creative, Michelob ULTRA
Talita Andrade
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