Production period: 2 months (July 2023 to September 2023)
Background
In the world of sports, there is one electrifying moment that transcends borders, cultures, and languages: the moment of celebration. It is the instant when athletes express uncontrollable joy, excitement, and limitless energy, a scene that resonates with people all over the world. Michelob Ultra understood the power of this universal celebration and looked for a way to make it uniquely our own.
Insight
It is a universal truth that when people celebrate, they naturally raise both arms to the sky and share their emotions with the world. Michelob Ultra recognized this and realized that there is a deep visual connection between this gesture and our iconic logo.
Idea
So we created a visual language that transcends borders, celebrating not only sports stars but also people with disabilities and everyday individuals who embody the Michelob Ultra lifestyle.
Visual Strategy
Our visuals center on the image of people raising their arms in moments of celebration, creating a visual connection where this uplifting gesture seamlessly integrates with the Michelob Ultra logo. This design system can be adapted across various media, from print to out of home campaigns, consistently capturing the essence of our brand.
Rather than simply showcasing sports stars, we celebrate people from all walks of life. Whether it is an athlete reaching a personal milestone, a person with a disability overcoming a challenge, or everyday individuals enjoying life to the fullest, our campaign captures the true essence of joy and achievement.
Role
Art Direction, Logo Design, Caseboard Design
Team Member
Jeehye Kwak — School of Visual Arts
