The One Show
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Category
Use of Technology / AI
Annual ID
OS25_MI122M
Background
F1’s rise in U.S. popularity, spurred by Netflix’s Drive to Survive, presented a unique opportunity for Michelob ULTRA to connect with a growing audience of motorsport enthusiasts. However, the brand faced a dual challenge: to solidify its premium positioning in a competitive beer market and to create a disruptive presence in an F1 landscape dominated by global players. Leveraging cutting-edge AI technologies, the Lap of Legends campaign redefined brand engagement through a first-of-its-kind real-vs.-virtual F1 race, blending storytelling, immersive visuals, and live-action racing into a transformative viewing experience.
Creative Idea
Michelob ULTRA’s Lap of Legends was a revolutionary racing experience that pitted real F1 driver Logan Sargeant against augmented-reality avatars of legendary F1 racers in a fully AI-powered competition. By fusing AI-driven telemetry with dynamic animations, the campaign transported fans into a dimension where human skill met digital brilliance. The race didn’t just entertain — it showcased Michelob ULTRA’s innovative edge by creating a new genre of branded content that reimagined sports storytelling.
Insights & Strategy
F1 fans are drawn to the intensity of the sport, but the increasing pressure on drivers and teams often overshadows the joy of competition. Michelob ULTRA identified an opportunity to leverage this tension, using AI to spotlight the joy of racing while demonstrating the brand’s technological and premium prowess. By marrying live-action racing with virtual legends, the campaign connected with fans’ nostalgia and desire for innovation, solidifying Michelob ULTRA’s presence in a tech-savvy, elite sports culture.
Execution
-- AI Telemetry Integration: Real-time driving data powered by AI ensured the virtual legends’ movements mirrored the challenges faced by Logan Sargeant on the track.
-- Dynamic AR Visuals: Created immersive avatars of iconic F1 legends that interacted with Sargeant in real time, visible both on set and in post-production.
-- High-Precision Animation: AI-enabled motion capture and rendering provided lifelike expressions and movements, blending the digital and physical worlds seamlessly.
-- Versatile Content Distribution: The race was broadcast across multiple platforms (AMC, Roku, BBC America) and amplified via digital trailers, teasers, and OOH campaigns.
-- Dynamic AR Visuals: Created immersive avatars of iconic F1 legends that interacted with Sargeant in real time, visible both on set and in post-production.
-- High-Precision Animation: AI-enabled motion capture and rendering provided lifelike expressions and movements, blending the digital and physical worlds seamlessly.
-- Versatile Content Distribution: The race was broadcast across multiple platforms (AMC, Roku, BBC America) and amplified via digital trailers, teasers, and OOH campaigns.
Results
-- Sales Impact: +6.52% YOY sales growth from May–June 2024.
-- Engagement: Lap of Legends generated $5.5M in total media value, with $2.32M net media value from partnerships and $600K in experiential ROI.
-- Buzz: 300M impressions, driving recordbreaking reach for Michelob ULTRA.
-- Innovation Recognition: Elevated Michelob ULTRA’s reputation as a tech-forward brand, securing its place in F1’s competitive sponsorship landscape.
-- Engagement: Lap of Legends generated $5.5M in total media value, with $2.32M net media value from partnerships and $600K in experiential ROI.
-- Buzz: 300M impressions, driving recordbreaking reach for Michelob ULTRA.
-- Innovation Recognition: Elevated Michelob ULTRA’s reputation as a tech-forward brand, securing its place in F1’s competitive sponsorship landscape.
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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