NBA: Dreamcaster
Prod Co: Helo
Agency: FCB New York
Client: Michelob Ultra
Activation, AI, VR/AR, 3D, Installation, Live Streaming, Sensory, Data Visualization, Performance, Video Content, WebGL Gamification, Spatial Audio, LED/XR
We developed groundbreaking technology that immersed blind and visually impaired fans in the joy of live sports. Launching the technology during the Playoffs kick-started our commitment to making the joy of sports accessible to all.
Cameron Black was born completely blind. But it didn’t stop him from having big dreams, specifically of being a sports broadcaster. We worked with Cameron over the course of a year to develop a groundbreaking, multisensorial technology that allowed him to fully experience and commentate a game. Through data and A.I., he was able to understand and feel every gameplay moment and every movement. And he got to share his views with millions of sports fans.
The most awarded global advertising campaign in 2023-2024.
2024 Sports Emmys Winner "Outstanding Digital Innovation"
2023 Cannes Lions International Festival of Creativity: Cannes Grand Prix, 2 x Gold, 3 x Silver , 2 x Bronze
2024 One Show: 3 x Best in Discipline, 14 x Gold Pencil, 10 x Silver Pencil, 6 x Bronze Pencil, 17 x Merit Award
2024 One Show Recognitions: Production Company of the Year (Helo), Ad Agency of the Year (FCBNY)
2024 Clios: 3 x Grand Clios, 5 x Gold, 3 x Silver
2024 D&AD Awards: 3 x Yellow Pencil, 4 x Graphite Pencil, 8 x Wood Pencil, 4 x Shortlist
2023 LIA: 5 x Gold, 7 x Silver, 6 x Bronze
2024 ADC Awards: 3 x Best in Show, 9 x Gold Cubes, 3 x Silver Cubes, 3 x Bronze Cubes, 4 x Merit Awards
2024 Andy Awards: 6 x Gold Andys
"A.I. Idea of the Year" (AdAge)
"Standout Tech Production of the Year" (Broadcast Tech Innovation Awards)
With a piece that had "intrinsic inclusivity which led to a superior broadcast", the sports-focused category awarded Michelob Ultra its Grand Prix for Dreamcatcher; an innovative mix of technology and emotion that gave a blind fan the ability to commentate on a NBA game, live.
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Celebrating creativity that taps into fan culture and leverages the power of sports and eSports in connecting people to brands, the Entertainment Lions for Sport received 607 entries and 20 Lions were awarded by the Jury: 3 Gold, 7 Silver and 9 Bronze. The Grand Prix went to ‘Dreamcaster’, for Michelob ULTRA, by FCB New York. By inventing a new technology, the work empowers blind sports fans to feel a live game, rather than just hear the audio to transform the live sports experience.
