MICHELOB ULTRA
CAMPAIGN WORK
2022 TCS NYC Marathon - Team ULTRA
Michelob ULTRA continued its long-time sponsorship of the TCS NYC Marathon.
I led the creative direction for coverage on Team ULTRA on Marathon Day, following the journey of our 158 sponsored runners from across the country who became like family as they connected through our provided training programs, community events, team merchandise, and more.
deliverables: creative concepting, art direction, digital/social strategy, production
& Celebrating the 50th Anniversary of the Women's Division with Kathrine Switzer, and Olympians Molly Seidel & Alexi Pappas
This was the 50th Anniversary of the Women's Division of the NYC Marathon, made possible because of barrier-breakers like Kathrine Switzer who became the first woman to run a marathon as an officially registered runner.
I also led the creative direction for our digital content emphasizing gender equality, as we interviewed Olympians Molly Seidel and Alexi Pappas, and Kathrine Switzer leading up to the official launch of our campaign built around Kathrine's incredible story. We additionally promoted our ULTRA Run Fund in partnership with New York Road Runners to help more women and non-binary runners win a bib 2023.
