Michelob: Lap of Legends
The first ever real-vs.-virtual race. Brought to life during a one-hour show in 31 countries on the BBC, AMC and Roku.
During this primetime event, F1 driver Logan Sargeant raced in his real car against hyper-intelligent AI avatars of the sport's all-time greats. Which Logan saw using the first AI-powered racing helmet.
Behind the tech:
Full show:
GLOBAL CREATIVE PARTNER:
Danilo Boer
CCO:
Michael Aimette
ECD:
Alex Abrantes
CO-CD:
Thomas Mori
ACDs:
Lara Polovina and David Green
2024 Cannes – Gold (Entertainment for Sport)
2024 Cannes – Gold (Digital Craft)
2024 Cannes – Silver (Entertainment for Sport)
2024 Cannes – Silver (Technological Achievement in Digital Craft)
2024 LIA – Gold (Branded Entertainment: Augmented Reality)
2024 LIA – Gold (Branded Entertainment: Experiential & Live Events)
2024 LIA – Gold (Branded Entertainment: Creative Use of Data)
2024 LIA – Gold (Branded Content: Creative Use of Data)
2024 LIA – Gold (Creative Use of Data: Real-Time Data)
2024 LIA – Gold (Design: Creative Use of Data)
2024 LIA – Silver (Evolution: Creative Technology)
2024 LIA – Silver (Branded Content: Augmented Reality)
2024 LIA – Silver (Creative Use of Data: Data Visualization)
2024 LIA – Bronze (TV & Cinema: Branded Entertainment)
2024 LIA – Bronze (Production & Post: Virtual Reality)