Dreamcaster

FCB New York

Brand: Michelob ULTRA

Year: 2023

Michelob ULTRA is deeply rooted in sports, and believes “It’s Only Worth It If You Enjoy It.” But 284 million blind and visually impaired people worldwide can’t enjoy the fast-paced game.

To make joy accessible for all within our NBA sponsorship, we created a breakthrough multisensorial technology using haptic feedback, spatial audio, AI, and refreshable braille to make it possible for the blind and visually impaired to fully enjoy and experience basketball like never before. We pioneered a groundbreaking experience that allowed a blind person to commentate on an NBA Playoff Game — live, on TV, for the first time ever. “Dreamcaster” brought in 10.4M viewers on live TV, 12.1M on social, and was turned into a full-length documentary.