We coordinated with Michelob ULTRA every step of the way to establish and adhere to content design and production processes while developing and recording the series. One of our primary responsibilities included taking on an advisory role to provide flow, design, and messaging direction. Our goal was to tow the balance between succinctly conveying the brand’s marketing plans while keeping their audience of wholesalers engaged. Pivotal steps included mapping show production, handling run-of-show development, coordinating technical production, and facilitating speaker rehearsals.
Our team handled securing the appropriate studio for filming, coordinating spatial planning, scenic fabrication, and overall operations and logistics. Health and safety remained a top priority with all parties following COVID-19 health and safety protocols.
We also developed the scenic design and graphics for the Michelob ULTRA virtual presentation, incorporating set changeovers for the three Michelob ULTRA brands that were woven into the segments’ narrative. The training camp sports theme remained at the forefront by utilizing multiple camera views as well as on-screen graphics to replicate a live sports studio environment.
Animations, brand typography, packaging imagery, and marketing campaign video content were incorporated into the presentation design to provide a distinct look and feel for each of the three Michelob ULTRA brands. The ULTRA segments were the top rated content of the entire show, with praise from the wholesaler network, local sales teams, and even the CMO on how strong the ULTRA presentation and set was presented.