Outdoor ad: Michelob Ultra: MUPI

View hi-res

The insight.
The trail of movement left by an athlete produces many forms.

The idea.
We must not show Michelob as an athlete, we have to evidence that he has always been one.

Execution.
We take videos of various athletes as they compete, train or enjoy themselves and follow their movements, colors and so on, to show that in the movement trace Michelob and its distinctive brand elements are present.