Objective

Michelob ULTRA set out to bring its brand ethos “It’s only worth it if you enjoy it” to life through a first of its kind, global hybrid fitness event. With the Adaptive Training Foundation as its nonprofit partner, the goal was to unite global fitness communities around an immersive experience that blended cardio, music, culture, and purpose, all while driving audience engagement and first party data collection.

Creative Approach

Produced in partnership with experiential agency Mosaic North America and End-to-End Production & Streaming Partner First Tube, The Ultimate Ride merged the intensity of a live workout with the energy of a global concert. Hosted at San Diego’s Petco Park, 500 riders mounted bikes on the baseball diamond under stadium lights for a 60 minute class led by trainer Demar Jackson, while livestreams from cycle studios in Mexico City, Guayaquil, and São Paulo brought international participants into the experience.

The ride was performed live by Grammy winning DJ and producer Zedd, who performed throughout the full 60 minute workout, turning the session into a nonstop music fueled fitness event. Global superstar Becky G hosted the experience, which concluded with a post workout happy hour on the field. All proceeds supported the Adaptive Training Foundation.

As First Tube’s Design Director and Motion Designer, I helped lead the creative execution, working from Draftline’s key visual to develop the promo video and full graphics package, establishing the visual identity across every screen, stream, and social platform.

Technical Execution

I delivered a comprehensive design system covering every aspect of the digital and physical experience:

Promo video for all social media formats

YouTube pre-show countdown and show open animation

Fullscreen loops: “Coming Up,” “Sponsored By,” “Happy Hour,” and “Thank You”

Sponsor slates (Drizly, Adaptive Training Foundation)

Lower thirds, animated bugs, split-screen social callouts

Location based overlays and mortise screens

Transition wipes, logo loops

Custom visuals for Petco Park’s jumbo screen and LED ribbon boards

Visual integration of the Movement Live brand language from past campaigns I designed

I was also on-site at Petco Park in the days leading up to the event, working with the production team to test and deploy content across all in-stadium displays, ensuring a seamless execution from rehearsals to final show.

Strategy & Challenges

This project required creative consistency across a sprawling media footprint, spanning social media, livestreaming platforms, and large-format stadium displays. I built a modular motion system that retained brand integrity and visual impact across every screen. Balancing aesthetic style with live broadcast function was crucial, especially in a setting where real-time adjustments were needed during a global livestream.