MICHELOB ULTRA PITCHSIDE CLUB | CLUB WORLD CUP 2025
WE TURNED WATCHING SOCCER INTO A SPORT
Michelob ULTRA Pitchside Club turned a NYC pop-up into the ultimate soccer social club,  and you had to score on a goalie (yes, Ochoa) to get in. Inside, fans walked a tunnel of FIFA artifacts, watched Club World Cup matches on wall-to-wall screens with 4D sound, played Subsoccer and a virtual Messi challenge, and left with free beer and custom ULTRA jerseys from the Hypebeast Kit Bar. I art directed the promo assets and social capture, helping turn a watch party into a hype-driven test run for next year’s World Cup, with appearances by Alex Morgan, Sabrina Ionescu, and a set from Axwell
PROMO ASSETS
With limited photography to work with, the challenge was building a cohesive campaign that still felt premium and energetic. I leaned into Michelob ULTRA’s brand colors and jersey textures, using them to unify the talent shots and create a bold, sport-inspired graphic system across all promo assets.
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SOCIAL CAPTURE
PITCHSIDEÂ GALLERY
Event Photography Courtesy of Michelob ULTRA
I didn’t shoot or art direct these photos they’re included here to show the scale and energy of the Pitchside Club experience.
I didn’t shoot or art direct these photos they’re included here to show the scale and energy of the Pitchside Club experience.
