Michelob Ultra demonstrates the highest level of editorial excellence. Going into post the director and agency knew they would use repetition in order to communicate the mundane daily pattern and cliche of waking up, working out, going to work, and doing it all over again. However the idea had not been fully formed and it was not until in the edit that it was articulated. The editor with the director created the visual language of the work in the edit and have created something both unique and outstanding in their use of editing and repetition of footage. This piece pushes the language of edit in commercial advertising.