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.
