Lap of Legends

Award: Graphite Pencil

Graphite Pencil / Art Direction / Digital Content / 2025

Award: Graphite Pencil

Graphite Pencil / Digital Design / Use of Emerging Technology

Award: Graphite Pencil

Graphite Pencil / Entertainment / Use of Emerging Technology

Award: Graphite Pencil

Graphite Pencil / Art Direction / Gaming & Virtual Worlds

Award: Wood Pencil

Wood Pencil / Film / Innovation

Award: Wood Pencil

Wood Pencil / Art Direction / Experiential

Award: Wood Pencil

Wood Pencil / Digital Design / Digital Experiences

Award: Wood Pencil

Wood Pencil / Experiential: Activation & Participation / Virtual Activations

Award: Wood Pencil

Wood Pencil / Luxury / Use of Technology

Award: Wood Pencil

Wood Pencil / Media / Use of Emerging Technology

Award: Shortlist

Shortlist / Digital Marketing / Use of Emerging Technology

Award: Shortlist

Shortlist / Digital Marketing / Use of Data

Award: Shortlist

Shortlist / Digital Design / Connected Experiences

Award: Shortlist

Shortlist / Experiential: Activation & Participation / Use of Emerging Technology

Award: Shortlist

Shortlist / Media / Entertainment

Award: Shortlist

Shortlist / Gaming & Virtual Worlds / Use of Emerging Technology

Award: Shortlist

Shortlist / Sound Design & Use of Music / Social & Experiential

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.