Michelob Ultra – “Contract for Change” Campaign

Client & Context: FCB Chicago for Michelob Ultra, a campaign centered on sustainability and organic beer production
Role: Creative Director and Copywriter.
Approach & Key Contributions: Played a key support role while empowering the lead team to execute their award-winning vision, demonstrating the value of creative leadership that knows when to amplify others’ work. Contributed copy for various executions including landing pages and assisted in pre-production logistics, including director searches, location scouting, and scripting for supplemental videos with brewers and USDA certification officials.
Results & Impact: Went on to be the world’s most awarded campaign for effectiveness (WARC), also earning multiple Lions, two Grand Prix at Cannes, and top honors from D&AD and The One Show.