Michelob ULTRA
Team ULTRA
As a Creative Director at AnalogFolk, I helped Michelob ULTRA inspire people to get active and spread joy with Team ULTRA: a real-life ‘team’ of athletes and influencers that came to life through social, events, custom gear, UGC, and more. Each month of the year, Team ULTRA showed up with one goal: Bring joy to moments that needed it most.
Recruit
We invited anyone who plays sports for fun to join our network of athletes and influencers on Team ULTRA.
Cheer Squad
When rec league teams helped us spread joy by renaming themselves Team ULTRA, we hooked them up with beer, custom gear, and a Cheer Squad that turned one of their rec league games into a big league event.
Run with ULTRA
We invited 100 Team ULTRA members to train with a professional running club and run the NYC Marathon with us. Then we turned the end of the race into a starting line by using our wrap-up video to invite the next generation of runners to join Team ULTRA and train for next year’s race with us.
The Play for ULTRA Collection
When everyday athletes helped us spread joy by renaming their rec league teams Team ULTRA, we hooked them up with the Play For ULTRA Collection. Like any sensible fashion brand, we launched with a Lookbook featuring our athletes and influencers.
Social That Spreads Joy
Throughout the year, we created non-stop content with our athletes and influencers that brought joy to moments that needed it most. Like lake surfing in Cleveland, Daylight Saving Time, and the Olympics – the one without crowds.
AGENCY: Analogfolk
CREATIVE DIRECTOR: Nathan Archambault
SENIOR COPYWRITER: Mike Lipton
ART DIRECTION + DESIGN: Claudeland Louis, Kaiqi Cai, Katrina Lenzly
PRODUCER: Talia Nutting
ACCOUNT: Emily Walsh
See More Work
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Prudential
Race For Retirement
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Casper
The New Wave
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Volvo
The Choice
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Lincoln
Scent of Sanctuary
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Google
All Together Now
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Lincoln
Feel The Joy
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Secret Code
Picture Book & AR App
