AI and machine learning turned Lap of Legends into an interdimensional sporting event unlike anything ever done before.

We used both technologies to fuel Logan Sargeant’s computerized racing competitors in the first-ever real-vs.-virtual F1 race. The computers behind the virtual racers interpreted Logan’s driving moves as real-time racing data via machine learning, and responded on the racetrack in real time via AI. All on live TV.

Breaking the boundaries of enjoyment in sports, one data point at a time.

Logan Sargeant is the first American F1 driver in 30 years. It’s one of the highest honors in racing today, but it also comes with even higher stakes in a hyper-competitive league like F1.

He recently told a reporter that his rookie F1 season had been “a dream come true. Then you immediately think, ‘now the real work starts, trying to keep my place in F1.’”

He’s not the only one facing debilitating pressure to keep his place in F1. Top drivers like Lewis Hamilton and Lando Norris have publicly opened up about their struggles with the high-stakes intensity of racing culture.

And, unfortunately, the intensity extends beyond the drivers themselves. Their crew members, their fans, and the journalists who cover them all now understand that each race feels like a fight to stay alive in the racing world. The competition has become more existential.

So as the league works to alleviate this pressure, we aim to rekindle the joy that shaped F1 racing in the 20th and early 21st centuries.

After all, we believe that it’s only worth it if you enjoy it.

Beer is a particularly hectic category.

You’re competing against countless brands spending millions of dollars to catch people’s attention. And if you’re lucky, consumers who see your brand will buy from you before inevitably switching to another beer.

In other words, you need to consistently be top-of-mind in culture to keep driving sales.

So, to achieve our objective of cultural relevance, we set out to address another pressing, hyper-relevant issue in F1, the world’s fastest-growing sport.

We focused our brief on the overwhelming pressure that F1 drivers face to win, offering a timely reminder to the world of F1 that racing is only worth it if you enjoy it.

We put Logan Sargeant, a young F1 driver, on a real racetrack against AR avatars of his racing heroes from his youth, driven by AI.

All to remind him of the joy that first inspired him to race; a joy that is more powerful than the win-at-all-costs mentality making F1 racing so toxic today for drivers, fans, and journalists.

It was the first-ever real-vs.-virtual car race, featuring virtual versions of racing legends like Mario Andretti, Jacques Villeneuve, Alain Prost, Nigel Mansell, Jenson Button, and Damon Hill and it aired live on TV, like a traditional F1 race.

APRIL 2023 – Concept developed.

APRIL 2023 (Same day as above) – Concept pitched to marketing VP over the phone.

APRIL 2023 (Also the same day) – Concept green-lit.

MAY 2023 – Concept pitched to Williams Racing.

MAY 2023 – Concept green-lit by Williams.

JUNE 2023 – Director and production house locked.

JUNE 2023 – Tech R&D begins.

JULY 2023 – Pre-race shoot 1 of 3: Williams Experience Centre.

AUGUST 2023 – First phase of tech R&D complete (AI racer prototyping, race physics design, beta simulator design).

SEPTEMBER 2023 – Teaser campaign kickoff.

SEPTEMBER 2023 – Pre-race shoot 2 of 3: Innovation Lab in London.

OCTOBER 2023 – Initial design development complete.

OCTOBER 2023 – Second phase of tech R&D complete (AR system integration, digital mapping of Silverstone).

NOVEMBER 2023 – Teaser campaign launched at Las Vegas Grand Prix.

JANUARY 2024 – Show animatic development begins.

FEBRUARY 2024 – Pre-race shoot 3 of 3: Track testing at Silverstone.

MARCH 2024 – Third phase of tech R&D complete (AR helmet and AI racers finalized).

MARCH 2024 – Show animatic locked.

MARCH 2024 – Networks pitch to host show.

APRIL 2024 – New York show premiere

Using Tech to Do the Impossible: With the help of artificial intelligence, augmented reality, machine learning, and telemetry Logan raced in his car on a track — like he normally would — at Silverstone, home of the British Grand Prix. But his digitized opponents appeared as augmented reality avatars in his racing helmet, responding to his driving motions in real time with the help of machine learning and 45 years of historical racing data programmed as context for each automated racing decision. This technology is so precise and true to racing physics that F1 teams have started using it themselves to test new racing strategies.

Doing the Impossible Across Touchpoints: We previewed Lap of Legends at the United States Grand Prix in October 2023, and at premiere events in early 2024. Then, the full program aired on AMC and BBC America in spring 2024, interspersed with stories of Logan’s personal journey.

Lap of Legends is still in its promotional phase. But the success of the promo shows another cultural relevance juggernaut in the making:

4.5 billion impressions and 19 million viewers across platforms

+1,650% month-over-month growth in organic search for Michelob ULTRA

+23% month-over-month growth in social reach for Michelob ULTRA

100% positive/neutral press coverage

And we’re making a lasting impact beyond the race.

The tech behind Lap of Legends makes AR devices more accurate and functional in fast-moving vehicles. This will make a crucial difference for ambulances during medical emergencies, disaster response teams during extreme weather events, and more.

Not to mention, we pioneered a new entertainment media format. Rather than advertising alongside sports, we created the sports event ourselves and other brands advertised alongside our event.

From live events to impossible technology, we continue to change the world with the joy of sports.