Lap of Legends

Michelob ULTRA’s "Lap of Legends" utilized groundbreaking technologies like AI, AR, and machine learning to create the first real-vs.-virtual F1 race. The event featured Logan Sargeant racing against digital avatars of F1 legends like Mario Andretti and Alain Prost, offering a joyful contrast to F1’s pressure-filled culture. With more camera angles than any F1 race, we were able to render the virtual cars on our broadcast in real time — all while moving at over 200 mph. This interdimensional race offered a timely reminder to the F1 community of the importance of joy in the sport.