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
Category
Innovation / Execution in Interactive, Online, & Mobile
Annual ID
OS25_IN065M
Background
Formula 1’s explosive growth in the U.S., powered by narratives like Netflix’s Drive to Survive, presented a unique opportunity for Michelob ULTRA to connect with a tech-savvy, innovation-hungry audience. However, the traditional sponsorship approach — dominated by static logos and trackside placements — felt outdated and insufficient to resonate with F1 fans. The challenge was clear: Break through the clutter of passive sponsorships and deliver an immersive experience that redefined how brands engage with fans in a sport defined by cutting-edge innovation.
Creative Idea
Lap of Legends was designed as a pioneering real-vs.-virtual race that merged live-action racing with cutting-edge digital execution. The concept placed rookie driver Logan Sargeant in a live F1 car to compete against AR-rendered, AI-driven avatars of legendary F1 drivers. Powered by real-time telemetry data, machine learning, and augmented reality, the campaign transformed a traditional race into a mixed-reality experience. The race wasn’t just a simulation; it was a living, breathing competition that spanned physical and digital dimensions.
The idea pushed the boundaries of branded entertainment, using advanced digital techniques to not just participate in F1, but to create a new dimension of competition within it.
The idea pushed the boundaries of branded entertainment, using advanced digital techniques to not just participate in F1, but to create a new dimension of competition within it.
Insights & Strategy
Our strategy leveraged two key insights:
1. F1 fans crave cutting-edge innovation: F1’s audience values the technological prowess and drama that define the sport.
2. Interactive experiences drive engagement: Fans are more likely to connect with a brand when the experience mirrors the forward-thinking ethos of F1.
Lap of Legends capitalized on this by seamlessly integrating live-action racing with augmented and mixed reality. The approach emphasized immersive technology, ensuring the experience resonated deeply with a digital-first audience.
1. F1 fans crave cutting-edge innovation: F1’s audience values the technological prowess and drama that define the sport.
2. Interactive experiences drive engagement: Fans are more likely to connect with a brand when the experience mirrors the forward-thinking ethos of F1.
Lap of Legends capitalized on this by seamlessly integrating live-action racing with augmented and mixed reality. The approach emphasized immersive technology, ensuring the experience resonated deeply with a digital-first audience.
Execution
Innovative Techniques in Digital Execution:
-- Real-Time Telemetry Integration: The avatars’ behavior was synced to Logan Sargeant’s live driving data, using AI to simulate realistic competition.
-- Augmented-Reality Overlay: AR-rendered drivers were seamlessly integrated into the real-world track, visible through helmet displays and digital platforms.
-- Interactive Digital Hub: Fans could explore Lap of Legends content through a dedicated online hub, featuring behind-the-scenes footage.
Craft and Tone:
The visual design balanced high-octane excitement with technical precision, ensuring the virtual elements felt cohesive and premium within the physical race setting.
Platforms and Distribution:
The experience was amplified across platforms like YouTube, Roku, and AMC, ensuring maximum reach and engagement.
-- Real-Time Telemetry Integration: The avatars’ behavior was synced to Logan Sargeant’s live driving data, using AI to simulate realistic competition.
-- Augmented-Reality Overlay: AR-rendered drivers were seamlessly integrated into the real-world track, visible through helmet displays and digital platforms.
-- Interactive Digital Hub: Fans could explore Lap of Legends content through a dedicated online hub, featuring behind-the-scenes footage.
Craft and Tone:
The visual design balanced high-octane excitement with technical precision, ensuring the virtual elements felt cohesive and premium within the physical race setting.
Platforms and Distribution:
The experience was amplified across platforms like YouTube, Roku, and AMC, ensuring maximum reach and engagement.
Results
Lap of Legends delivered groundbreaking results:
-- Engagement: $5.5M in total media value, with $2.32M in net media value from strategic partnerships and digital execution.
-- Sales Growth: Achieved +6.52% YOY sales growth, tripling share gains to +67 bps in May.
-- Fan Activation: Drove +6.4% volume growth during the two-week post-Miami Grand Prix period.
By introducing transformative execution techniques, Michelob ULTRA didn’t just participate in F1 — it redefined how brands interact with the sport’s passionate fan base, setting a new standard for digital-first engagement.
-- Engagement: $5.5M in total media value, with $2.32M in net media value from strategic partnerships and digital execution.
-- Sales Growth: Achieved +6.52% YOY sales growth, tripling share gains to +67 bps in May.
-- Fan Activation: Drove +6.4% volume growth during the two-week post-Miami Grand Prix period.
By introducing transformative execution techniques, Michelob ULTRA didn’t just participate in F1 — it redefined how brands interact with the sport’s passionate fan base, setting a new standard for digital-first engagement.
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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