Enjoy Like a Pro

Role: Lead Creative / Assoc. Creative Director
Team: VP Creative Director Tony Mavrelis, Sr. Art Director Yi Qu, Art Director Jon Duong, Jr. Art Director: Mike Otero, Copywriters: Peter Kliefoth & Rene Otero, 3-D Artists: Mark Lie & Ed Petche & Max Dawson

At the beginning of 2020, I was responsible for spearheading the entire process of conceptualizing and implementing the fresh and vibrant visual identity for Michelob Ultra retail campaigns. Over the year, we faced many challenges as we delved into various trade campaigns, each catering to different shopper occasions. As part of this endeavor, we also had the opportunity to align our efforts with a new global standard, ensuring that our trade guidelines are seamlessly integrated with this perspective.

Our team worked simultaneously on designing and generating ideas for 8 different trade programs, displays, and signs that displayed the latest BVI of Michelob Ultra. We ensured consistency among the programs by using the brand's designated colors for each product set and incorporating lifestyle photographs to showcase different occasions.

Ready Set Enjoy

At the beginning of the year, as we anticipated the arrival of summer, we crafted a comprehensive trade plan. However, the world had other plans, as the widespread impact of COVID-19 upended our carefully laid-out strategy. But rather than succumbing to despair or giving in to disappointment, we mustered our creative forces and swiftly adapted, devising an innovative and inspiring summer program that would encourage our valued consumers to make the most of the season with Ultra.

Lead Designer Justin Munger

Enjoy Like a Pro

We wanted to showcase our Team Ultra athletes in a trade campaign that would feature them during an "enjoyment" period. We aimed to highlight their exceptional skills and unwavering determination, while also capturing moments of pure joy and exhilaration. We envisioned a series of captivating visuals that would encapsulate the essence of our athletes' passion for their respective sports and inspire viewers to embrace their love for physical activity. The campaign would not only serve as a platform for our athletes to shine but also as a means to connect with our audience on a deeper level, fostering a sense of camaraderie and shared enthusiasm.

This was all created during 2020, no shoots were being executed, so I worked with our team of retouchers to bring the athletes to life in a “home” style environment utilizing a limited number of assets.

We made a unified design to showcase our Team Ultra athletes. Additionally, we created displays and signs for wholesalers to promote the program.

Summer Like a Pro

As summer arrived, we set out to update our trade appearance. This year, with changed COVID rules, the ATL agency provided us with photography of our athletes enjoying the summer.