Joy Is The Ultimate Trophy

For too long, the pressure to win has made athletes resent the sports they love. In our newest work for Michelob Ultra, we cropped in on real images of Serena Williams, Brooks Koepka, Alex Morgan, Nneka Ogwumike and Anthony Davis to reframe what a trophy truly is. Because it’s not the piece of metal in their hands. It’s the smiles on their faces. It’s the joy throughout their journeys.

ACDs: Jeff Schermer, Jose Ramirez
Copywriter: Jared Blinderman
Art Director: Aurelie Diaz
Creative Consultant: Buchun Jiang
ECD: Ricardo Casal & Juan Peña
Head of Art: Guido Fusetti
CCO: Anselmo Ramos