London International Awards
2022 Winners and Finalists
Silver
Evolution
Experiential/Live Events
Entrant: | FCB New York, New York |
Brand: | Anheuser Busch Michelob ULTRA |
Title: | "McEnroe vs McEnroe" |
Corporate Name of Client: | Anheuser Busch |
Chief Marketing Officer: | Benoit Garbe |
Anheuser Busch, Vice President, Marketing: | Ricardo Marques |
Anheuser Busch, Head of Marketing Communications: | Talita Andrade |
Anheuser Busch, Director of Digital Marketing & E-Commerce: | Miles Ritenour |
Anheuser Busch, Director Sports Marketing and Partnerships : | Dylan Ruby |
Anheuser Busch, Director, Marketing Communications: | Jessica Thorpe |
Anheuser Busch, Director of Digital Marketing : | Alexis Unwalla |
Anheuser Busch, Brand Director : | Kerry Scalora |
Anheuser Busch, Vice President Consumer Connections : | Spencer Gordon |
Anheuser Busch, Head of Media : | Juliana Wurzburger |
Anheuser Busch, Senior Media Manager: | Lindsay Marzocca |
Anheuser Busch, Media Manager: | Bridget Inglima |
Anheuser Busch, Global Head of Marketing: | Chris Jones |
Anheuser Busch, Global Marketing Director: | Paige Dawes |
PR Company: | 3 PM |
PR Companies Senior Vice Presidents: | Jim Sias/Peter Martin |
PR Company Senior Manager: | Lemondria Hobbs |
PR Company Account Direction, Media Relations: | Jackie Baez |
Agency: | FCB New York, New York |
Worldwide Chief Creative Officer: | Danilo Boer |
Chief Creative Officers: | Gabriel Schmitt/Michael Aimette |
Executive Creative Directors: | Samira Ansari/Sy-Jenq Cheng |
Creative Directors: | Alexandre Abrantes/Jay Marsen/Lex Beltrone |
Associate Creative Directors: | Thomas Mori/Simon Dolsten/James Meiser |
Agency Director of Integrated Production: | Adam Isidore |
Senior Integrated Agency Producers: | Pim Leeuwenkamp/Marissa Lando |
Agency Project Manager: | Abby Kiefer |
Agency Strategy Directors: | Jamie Rutherford/Michael Schonfeld |
Agency Account Supervisors: | Logan Butler/Joe Labuz |
Agency Group Account Directors: | Diana Gonzalez Cash/Megan Bundy |
Agency Account Director: | Ashley Read |
Agency Director of Business Affairs: | Janice Katz |
Agency Archival Producer: | Lizzy McGlynn |
Agency Senior Production Talent Manager: | Janet Merone |
Traffic Manager - FCB Global: | Mary Beth Parton |
Video Production: | Falkon |
Creative Director/Co–Director - Falkon: | Ryan Bucci |
Technical Director/Co-Director - Falkon: | Davey Sherwinter |
Executive Producer - Falkon: | Matt Cohen |
Director of Photography - Falkon: | Bernard Hunt |
HOP & EP of Live-Action - Falkon: | Matias Letelier |
Production Manager - Falkon: | Nikil Shyam Sunder |
1st Assistant Director - Falkon: | Kevin Murphy |
EOC of Live Switching - Falkon: | Sean Smith |
Post Production Supervisor - Falkon: | Shannon Peiper |
Technology Production: | Unit9 |
Creative Partner - Unit9: | Michelle Craig |
Director of Production - Unit9: | Mindy Lubert |
Production Lead – Unit9: | Sarah Barson |
Executive Creative Director Production Lead – Unit9: | Yifei Chai |
Creative Director – Unit9: | James Medcraft |
Executive Producer – Unit9: | Phil Erney |
Senior Content Creator: | Adam Nelson |
SVP Studio Director - Lord + Thomas Chicago: | Roman Mendez |
Senior Editor and Animator: | Breithner Monteiro |
Studio Director: | Liz Ludden |
In House-Production: | Lord + Thomas, Chicago |
Lead Artists: | Tom Mackey/Kathleen Chee/Derek Viramontes |
Senior VFX Artist - Lord + Thomas Chicago: | Anj Puglise |
Edit Facility: | Secret Guy |
Online Editor: | Bill Cramer |
Editor: | Mitch Schreiber |
Post-Production Company: | Sonic Union |
VFX Executive Producer: | Graham Holly |
VFX/Flame Artist: | Colin Stackpole |
Colorist: | Matt Rosenblum |
Sound Designer/Mix Engineer: | Julienne Guffain |
Head of Production: | Patrick Sullivan |
Animation Studio: | Notan Studio |
Post-Production: | Ntropic/Chapeau |
Animator: | Chris Monteiro |
Music Production Company: | JSM Music |
CEO/CCO: | Joel Simon |
VP/Executive Producer: | Jeff Fiorello |
Senior Producers: | Norm Felker/Andrew Manning |
Producer: | Sharon Cha |
Description:
McEnroe vs. McEnroe was a throwback to an incredible career, but it was made possible with the most futuristic technology available. So, how do you create a virtual version of McEnroe that looks, thinks, and plays like him? The idea was conceived in April 2020. But it wasn’t until December that the idea entered R&D, discussing how exactly to make it a reality. In January, we agreed on the physical event space design. Then in February, the avatars were brought to life via scanning and motion capture of John and designed to look just like him with Unreal MetaHuman technology. After analyzing every single match from John’s career, each avatar was programmed, with adaptive Artificial Intelligence, to think and play just like John. Finally, all of that programming was seamlessly incorporated into the avatars’ game play.
Every move is synchronized with an intricate ball-return system to accurately replicate McEnroe’s style of play from different years of his career. Carefully orchestrated ball launchers and robotic arms were used to simulate young McEnroe’s ball strokes. A specially designed particle-mist screen allowed the avatars to appear and play against John, with the avatars moving around the court and returning the ball. We essentially created a gaming experience in the real world for everyone watching. By creating McEnroe’s avatars in the Metaverse, it allowed us to add a real-time animated XR layer of the avatar to the camera feed for the viewers at home, allowing us to supplement the traditional, everyday, tennis camera angles with angles that had never been possible before.
A seamless, multichannel user experience brought the campaign to life. From ESPN+ to YouTube, to all social communications and the campaign website, all campaign touchpoints were carefully designed to create a holistic brand world, serving up joy like it’s never been seen before."