FCB CHICAGO / AB INBEV / 2019
Michelob ULTRA is an American Light beer that is low in calories and carbs. In the US, the brand positions itself as a premium beer for the millions of American consumers who are into fitness but still love beer. The brand regularly merges the two disparate worlds of beer and fitness to offer social commentary on the importance of balancing fitness with the things that make life enjoyable: the company of others and a few well-deserved beers.
The biggest challenge of the commercial was the robots themselves. To bring them to life, we created unique designs that were custom made as perfect specimens for the activity or sport they represented.
When filming, we used plates of the scenes, as well as a custom-made suits to motion capture the correct movements of our robots. We then tweaked the actions of each of the robots. Each robot’s action was modeled after the best: the best runners, big hitting drivers, heavy weight punchers and cyclists of the world.
We also needed to ensure that the color, textures, lighting of the robots fit perfectly in each of their respective scenes. Finally, we crafted the emotion of our sad robot by adding human qualities – in the eyes and movements – in order to intuitively pay-off the idea.