Eric Benitez Head of Design and craft

ABOUT

Michelob ULTRA’s "Lap of Legends" utilized groundbreaking technologies like AI, AR, and machine learning to create the first real-vs.-virtual F1 race. The event featured Logan Sargeant racing against digital avatars of F1 legends like Mario Andretti and Alain Prost, offering a joyful contrast to F1’s pressure-filled culture.

With more camera angles than any F1 race, we were able to render the virtual cars on our broadcast in real time — all while moving at over 200 mph.

This interdimensional race offered a timely reminder to the F1 community of the importance of joy in the sport.

MADEIT CREDITS

  • AB InBevClient
  • Abby KieferSenior Project Manager
  • Adam SmithExecutive Technology Director
  • Alex BeerdenGroup Strategy Director
  • Alexandre AbrantesExecutive Creative Director
  • Alexis UnwallaHead of Media Strategy & Planning
  • Andre CorreaEditor
  • Andrew ProctorDirector
  • Angela LupoManaging Director
  • Breithner MonteiroLead Editor
  • Catherine M. FischerSenior Producer
  • Charles DeenenSound Designer
  • Chelsea HarmonProject Manager
  • Chris BernierCreative Director
  • Chris ConnollyExecutive Producer
  • Chris MonteiroEditor
  • Daniel RoversiExecutive Integrated Producer
  • Danilo BoerGlobal Creative Partner
  • David GreenAssociate Creative Director
  • David Piombino2D Lead
  • Diana Gonzalez CashGroup Account Director
  • Doma HarkaiAnimator
  • Dominique ThibaultSocial & Comms Strategy
  • Dylan RubyDirector of Sports Marketing
  • Elisa TanganelliAccount Director
  • Gavin WellsmanExecutive Creative Director
  • Jackie HelfgottStudio Director
  • Jake ZimetEditor
  • James SoutherlandHead of Partnerships
  • Jamie RutherfordStrategy Director
  • Janice KatzDirector of Business Affairs
  • Jeff RobertsonSenior Business Affairs Manager
  • Jenna RamonProducer
  • Jewel ChandlerTalent Manager
  • Jim RobbinsCreative Director
  • Jocelyn BirschExecutive Technology Director
  • Juliette PelhamSenior Partnership Manager
  • Lara PolovinaAssociate Creative Director
  • Leah SaccoccioBrand Director
  • Lilly SessionsProject Manager
  • Lizzy McGlynnArchival Producer
  • Logan ButlerAccount Supervisor
  • Louis CarvellAccount Executive
  • Lyn GazaSenior Producer
  • Matt KleinSenior Post Producer
  • Matthew HamburgAccount Executive
  • Michael AimetteChief Creative Officer
  • Michael SchonfeldSenior Strategist
  • Mike DeSantiPartnerships Director
  • Miles RitenourSenior Brand Director
  • Nick WilliamsHead of Production
  • Patrick ColemanSenior Production Designer
  • Peter MartinSenior Vice President
  • Ricardo MarquesVice President of Marketing & Sales
  • Rui AnCreative
  • Samantha SamProject Manager
  • Simon FernandesSenior Designer
  • Stephen EisenmannCG Lead
  • Sy-Jenq ChengHead of Design
  • Talita AndradeCreative Vice President
  • Thomas MoriCreative Director
  • Todd SussmanChief Strategy Officer
  • Vitor Hugo FaveroDesigner
  • D&AD
  • Eric BenitezDesign Director
Add yourself to this project

Who liked - Lap of Legends

Back to Lap of Legends project