FCB New York

Brand: Michelob ULTRA

Year: 2023

Due to its speed, basketball has always presented a unique challenge to the blind and visually impaired community.

Michelob ULTRA believes “It’s Only Worth It If You Enjoy It,” so we created an accessibility technology that makes it possible for the blind and visually impaired to fully enjoy and experience basketball like never before with the help of haptic feedback, spatial audio, A.I. and refreshable braille.

And we demonstrated it on the grandest scale possible when Cameron Black, a blind person, commentated a Knicks Playoff game live on TV.

Michelob ULTRA has worked with Cameron to develop technology that will help all blind and visually impaired people to fully and deeply understand all the intricacies of basketball.