The biggest beer brand on Earth, AB-InBev blocked us from advertising in the Super Bowl. So we went to the one place their lawyers couldn’t stop us: The Metaverse. While there, we did some things no brand had done before. We custom-built the Metaverse’s first branded bar, and then used it to air the first ever Super Bowl ad from the Metaverse — a spot that poked fun at just about everything from Super Bowl tropes, to the absurdity of the Metaverse itself.

The aim was to build an ad that belonged in the Metaverse and our team nailed the aesthetic with amazing guidance from CD Fons Schiedon. Not to mention, VO by Ryan Reynolds can really carry a spot!

In 5 short weeks, the company produced this Big game Ad. In order to make the Miller Metaverse debut, we had multiple teams in house focussing on their unique creative objectives, concurrently. It’s always a challenge to develop character design in tandem with pre-viz and script development. Although, since everything was achieved in house at the company, we were able to choreograph the work to hit the deadline.

The world we built consisted of low poly assets done in Unreal Engine combined with characters we modeled, animated, and rendered in Maya. These slight “mismatches” might have been “undesirable” elsewhere, but here they worked to our advantage! It was fun and offered opportunities for big laughs.

The response was astounding. Our virtual bar became the most attended branded event in Metaverse history. At peak, our traffic even crashed Decentraland’s servers. Although the activation took place in the Metaverse, the results delivered IRL — creating the highest growth of any light beer during the week of the Super Bowl, and making us the most talked about beer brand with 1.7 Billion earned media impressions.