Dreamcaster Documentary

About the Work Michelob ULTRA is a low-calorie beer that believes in joy as an essential component of an active lifestyle. You should be able to be physically active AND enjoy a beer afterwards. In other words, It’s Only Worth It If You Enjoy It. So to continue growing Michelob ULTRA’s sales and market share, we injected “It’s Only Worth It If You Enjoy It” with a burst of cultural relevance and increased earned conversation. As the Official Beer of the NBA, we focused on a problem: Over 250 million people globally can’t enjoy basketball, simply because they’re blind or visually impaired. Such a pressing issue demanded a groundbreaking solution. So we harnessed the tech-forward spirit that fueled past activations like McEnroe vs McEnroe and NBA Courtside to once again do the unthinkable; and this time, we created a documentary about the process. We developed our own proprietary technology that used touch, haptics, and sound to immerse blind and visually impaired fans in the joy of a live basketball game as it unfolded. And we partnered with Cameron Black, a blind sports journalist, to bring that technology to life during a pivotal moment in basketball culture: the NBA Playoffs. On April 21, 2023, Cameron became the first blind sportscaster to call and commentate an NBA game live, on MSG Networks. We captured his full journey from being a local sportswriter in Kansas to making sports history in front of millions of people on live TV: the ups, the downs, and his love of sports that kept propelling him forward. Our documentary ran on MSG Networks, inspiring and captivating fans far and wide. Cameron’s story underscores the meaningfulness of accessibility in sports, proving that It’s Only Worth It If We All Enjoy It.