Last year’s TCS New York Marathon marked the debut of Team Ultra, the sponsored team of Michelob Ultra. This beer has endeared itself to folks who love to stay fit but also love to have fun! The 95 calorie libation sponsored 95 runners to represent the brands’ campaign for a balance of sport and well-earned celebration.
We helped Michelob encourage the marathon runners by painting a mural along the race route that towered over the 52,000 participants as they made their way to the finish line. The photorealistic painting in Bed-Stuy, Brooklyn marked two-thirds of the race completed and only 16.8 miles left to the Michelob Ultra beer reception at the finish line. This strategic mural captures the texture of the sporty jerseys on the marathoners below and beads of condensation on the bottle of beer waiting for them at the end of the race.