Michelob Ultra x Netflix Super Bowl Party 2023
During Super Bowl weekend, Michelob Ultra partnered with Netflix to create a large-scale takeover of Topgolf Scottsdale, celebrating the premiere of Full Swing and ushering in a new cultural era of golf. The two-part experience transitioned from an exclusive series premiere into Michelob Ultra’s flagship Super Bowl celebration, embodying the brand’s ethos, “It’s Only Worth It If You Enjoy It,” while engaging a younger, multicultural audience at the intersection of sport and entertainment.
I led art direction and design for key experiential elements, including environmental props inspired by Caddyshack’s Bushwood Country Club, retro athletic pennants, and dynamic digital screen content. These elements worked cohesively to build a nostalgic yet contemporary visual language that reinforced the campaign narrative and elevated the overall guest experience.
I led art direction and design for key experiential elements, including environmental props inspired by Caddyshack’s Bushwood Country Club, retro athletic pennants, and dynamic digital screen content. These elements worked cohesively to build a nostalgic yet contemporary visual language that reinforced the campaign narrative and elevated the overall guest experience.
Category: Experiential Design
Role: Art Direction & Design
Collaborators: Robert Navarro
Year: 2023
Role: Art Direction & Design
Collaborators: Robert Navarro
Year: 2023