Michelob Ultra | Dreamcaster

Dreamcaster

Cameron Black was born completely blind.
He was also born with a dream: To be a sports broadcaster.

Over the course of a year, we created a new language. To let Cameron understand basketball through haptics, spatial audio and refreshable braille.

Then, Cameron did the impossible.

Commentate Game 3 of the NBA Playoffs.
Live. On Prime-Time TV.

Adding a new meaning to Michelob ULTRA’s mantra: It’s Only Worth It If You Enjoy It.

Cameron
Michelob Ultra has been saying for years that “It’s Worth It if You Enjoy It”. It was time to expand that belief to visually impaired people. For the first time ever, on another show of unprecendednted technology, a blind person broadcasted an NBA game live on tv.

Aura
The eco-friendly color palette and dithering technique go beyond looking green to doing green, reducing on-screen energy use and decreasing the energy impact of photos by a factor of 10. In OLED screens, each pixel is individually lit. That creates the possibility to save energy based on which color is displayed.

Technology
Michelob Ultra has been saying for years that “It’s Worth It if You Enjoy It”. It was time to expand that belief to visually impaired people. For the first time ever, on another show of unprecendednted technology, a blind person broadcasted an NBA game live on tv.

Client : Michelob Ultra
Agency : FCB New York
Categories : Brand Design | Digital | Event