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Bending Physics To Sell Some Beer

Friday @ 10:00am

For 18 months, a relentless group of people worked to develop a new way of connecting sports, entertainment and the simple act of selling beer.

Bridging storytelling, Unreal Tech, MoCap, particle-screen mapping and linear TV broadcast, Michelob ULTRA gave John McEnroe, one of the greatest tennis players of all time, the opportunity to play (for real) against younger versions of himself, and with that, reflect on the joy of the sport.

This is the story of how the physically impossible became a reality.

Ricardo Marques

VP Marketing, Michelob ULTRA

Gabriel Schmitt

Chief Creative Officer, FCB

Danilo Boer

Global Creative Partner, FCB

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