Michelob ULTRA | Team ULTRA

Throughout 2021, as we bounced between uncertain and stressful, Team ULTRA had one job: Deliver joy to the moments that needed it most. As Michelob ULTRA’s community building agency, we created content and social conversation with influencers, athletes, fans of the brand, sports clubs, events, UGC, products, kits and more.  

Team ULTRA isn’t just athletes and influencers. This video sums up why the team exists and why you should join. 

Team ULTRA doesn’t play for trophies. They do it for joy, on and off the field. So
throughout the year, we showed up during key cultural moments to spread the word that joy wins, and you should join us. 

Daylight Saving Time | Earth Day | The Olympics | NYC Marathon | Rec League Season | And More

Cheer Squad 

We asked rec league teams to show the world they stand for joy by changing their name to Team ULTRA. About 100 teams took us up on our offer and we returned the favor by showering them up with beer, gear, and cheer. We transformed one lucky team’s game into a big league event.

Run With ULTRA

After a year off, the NYC Marathon was back. We celebrated by bringing100 Team ULTRA runners together for months of training, happy hours, and a trip to NYC to run the world’s greatest race. Then we made sure the race didn’t end at the finish line by inspiring the next generation of runners with our training program.  

The Play for ULTRA Collection

We designed a line of custom kits for soccer, basketball, and running. Because if you’re going to give it your all, you might as well look good sweating in it.

See the full collection  here.

The Most Real Seltzer

In a world gone artificial and augmented, we called attention to ULTRA’s new line of organic seltzers with real flavors by helping people keep it real. With an instax camera instead of instagram, a zine instead of the web, and postcards instead of Twitter. 

Rise & Grind: Workouts From Bed

When clocks sprung forward for Daylight Saving Time, early rising athletes found themselves working out with less sleep and more darkness. So we helped them get fired up before they got out of bed.


 Ready to sweat? See the YouTube playlist here

Agency: Analogfolk 
Creative Director: Nathan Archambault
Sr. Copywriter: Mike Lipton 
Design & Art Direction: Claudeland Louis, Kaiqi Cai, Katrina Lenzly
Producer: Talia Nutting
Account: Emily Walsh
Director/Editor (Cheer Squad, Marathon & Recruitment Videos): Eric Perini
Photography (Cheer Squad & Marathon): Poupay (aka Jutharat Pinyodoonyachet)
Photography (Play for ULTRA Collection): Dayo aka Mr. Hype
Zine illustration: Naomi Otsu