Michelob ULTRA
Michelob ULTRA's high-energy athletic campaigns and cinematic alcoholic beverage spots
Featured Michelob ULTRA projects
This week's top Michelob ULTRA projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Michelob ULTRA · Play For An Ultra
Michelob ULTRA continues to define the intersection of active lifestyles and premium refreshment with its latest campaign, Play For An Ultra. The project masterfully bridges the gap between high-energy athletic movement and the rewarding social ritual of unwinding with a beer. Through a series of dynamic, live-action sequences, the narrative captures a diverse group of individuals immersed in various sports, ranging from the intensity of a basketball match to the rhythmic persistence of coastal running. These moments of exertion are artfully intercut with the deliberate, cinematic pouring of an ice-cold Michelob ULTRA at an outdoor bar, creating a visual rhythm that feels both aspirational and deeply grounded in reality. The aesthetic leans into a vibrant color palette, utilizing warm, golden-hour-inspired lighting that reinforces the brand's commitment to joy and connection. With seamless production oversight from Max Cooper, the commercial adopts a fast-paced editing style to maintain a sense of momentum, successfully framing the beverage not merely as an alcoholic choice, but as an essential component of an balanced life. By focusing on the interplay between physical effort and communal relaxation, the piece resonates as a polished, lifestyle-driven communication that reinforces the brand's identity as a quintessential companion for those who play as hard as they rest.
Michelob ULTRA · Tab Closed
Michelob ULTRA brings a cinematic tone to its latest campaign, Tab Closed. Developed by agency partner Wieden+Kennedy New York, the film centers on an intimate pub setting where a bartender serves a cold beer to a patron, seamlessly blending the brand with high-profile athlete Lionel Messi’s career statistics. The project leans into a moody aesthetic, utilizing warm, low-key lighting and authentic tavern textures. Production was handled by Underhill, with post-production and visual effects provided by Company 3 New York and Preymaker. Sound design and music were crafted by the team at Heard City.
Michelob ULTRA · Ultra Turnaround
Michelob ULTRA presents Ultra Turnaround, a documentary-style project exploring historical sports narratives. The piece centers on personal recollections from 1994 soccer stewards, intercut with archival stadium footage and wide-angle crowd sequences. Developed with agency support from BBDO New York, the project utilizes a cinematic, live-action technique to bridge the gap between historical archival material and modern-day interviews. Post-production work was completed by William McVay, while the score was composed by Papamusic to ground the narrative.
Michelob ULTRA, NBA, New York Knicks · Pass for the Ages
Michelob ULTRA partners with the NBA and the New York Knicks for the sports campaign 'Pass for the Ages.' The project anchors on a blend of legacy and modern fan culture, creating a visual bridge between archival gameplay footage and high-energy, contemporary court-side action. Produced with creative direction from BBDO New York and Omnicom Production, the piece utilizes fast-paced editing to contrast classic basketball heritage with current stadium intensity. Dynamic camera movements focus on the rhythm of the game, supported by post-production work from Omnicom Studios and sound design by Papamusic.
Michelob ULTRA · The Superior Match
Michelob ULTRA brings together an all-star ensemble for "The Superior Match," a premium commercial spot that centers on a refined, high-stakes atmosphere. Directed by Jaron Albertin and Rune Milton, the film leans into a cinematic narrative style, capturing a sequence of formal interactions set within an ornate hotel lobby. The production, handled by SMUGGLER Production, features athlete Lionel Messi alongside a cast curated by Face&Place. The project utilizes live-action technique and warm lighting, emphasizing the scale and aesthetic detail of the space.
Michelob ULTRA · Jersey Pack :15
Michelob ULTRA captures the energy of sports fandom in this 15-second spot for the Jersey Pack. The commercial centers on the excitement of soccer, balancing stadium atmosphere with intimate product shots. The execution relies on live-action techniques and cinematic pacing to build momentum. Fast-cut action sequences on the pitch transition into slow-motion celebration, framed by consistent branding across the visual narrative. Produced by BBDO New York and Omnicom Production, the campaign features post-production by Time Based Arts and sound design by Soundtree.
Michelob ULTRA · The ULTRA Instructor ft. Kurt Russell, Lewis Pullman, Chloe Kim, & TJ Oshie - Super Bowl
Michelob ULTRA channels an alpine aesthetic in this Super Bowl spot, featuring Kurt Russell, Lewis Pullman, Chloe Kim, and TJ Oshie. Set against the backdrop of a snowy ski resort, the commercial captures the brand's presence in the alcoholic beverages category through scenes of slopeside activity and quiet moments at the ski lodge bar. Creative direction for the campaign was led by Wieden+Kennedy New York. The production combines live-action technique with cinematic framing, supported by post-production and VFX from Blacksmith and Rare Medium TV, with sound design by Heard City.
Michelob ULTRA · Call from Nature Michelob ULTRA Pure Gold - Dir Cut
Michelob ULTRA presents a cinematic exploration of balance in this director's cut for the Pure Gold label. The film contrastingly frames the frantic, dense movement of an urban crowd against the stillness of solitary, quiet moments. Technically driven by a moody aesthetic and deliberate shadow play, the visual narrative moves between the cacophony of a busy street and the hushed interior of a low-light setting. The production, featuring service work by Labhouse Argentina and production by Reset, employs a live-action technique to ground these shifting environments.
Michelob ULTRA · See It, Save It
Michelob ULTRA presents 'See It, Save It,' a commercial campaign focused on female athletes. The film captures subjects in various training environments, shifting between an indoor basketball court, a night-lit track, and a swimming pool. Directed by the team at Loveboat and developed by agency GUT, the project features dynamic camera work and fast-paced editing. The visual language utilizes a mix of natural light and stadium floodlights to highlight athletic focus, emphasizing live-action technique and slow motion sequences to document dedicated training moments.
Michelob ULTRA · Peace Treaty
Michelob ULTRA expands its brand presence with the "Peace Treaty" campaign, a project set on an outdoor red clay tennis court. The film utilizes a warm aesthetic, capturing the players through natural light and horizontal framing to evoke a relaxed, active atmosphere. Creative development for the campaign was led by agency Wieden+Kennedy New York, with sound and music production provided by SoStereo. The commercial highlights the brand's association with leisure sports culture, centering on the interaction between two tennis players.
Michelob ULTRA · DreamCaster - Case Study
Michelob ULTRA presents the DreamCaster project, a documentary-style case study detailing the development of assistive technology designed to increase accessibility within sports broadcasting. The film provides an inside look at the production journey, juxtaposing behind-the-scenes footage with stadium environment captures and technical development insights. Produced by FCB New York, the project examines the mechanics behind an innovative approach to live commentary. The narrative structure leans into a clean, documentary aesthetic, incorporating live-action techniques and slow motion sequences to highlight the intersection of sports and digital accessibility.
Michelob ULTRA · The Farmer
Michelob ULTRA presents The Farmer, a commercial spot that captures the quiet stillness of dawn on a rural farm. The film centres on the daily routine of a producer as he navigates the early morning hours, transitioning from a quiet moment outdoors to the start of his labor in a dimly lit barn. Produced by Boldly, the narrative leans into a low-key aesthetic that highlights the solitude of the agricultural setting. The cinematography prioritises natural light and a desaturated palette to maintain a cinematic, grounded atmosphere throughout the spot.
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