![](https://uploads-ssl.webflow.com/5f99680a4f44a00800c6661d/5fa1e193ce13fc059ce8b322_5a38eb_ed1b87ea7e6443d5bbfd2acf4f5cf663~mv2.png)
To design an activation footprint for Michelob Ultra to be present at Super Bowl week. Themed for Lake Superior with a polar plunge while also portraying fitness characteristics since Ultra is perceived as the athletes beer.
Iteration 1:
![](https://uploads-ssl.webflow.com/5f99680a4f44a00800c6661d/5fa1e1a1dda0ad5bd09babdd_5a38eb_27c37b9d902c411bb76c8e1f065541ad~mv2_d_9975_6250_s_4_2.jpeg)
Iteration 2:
![](https://uploads-ssl.webflow.com/5f99680a4f44a00800c6661d/5fa1e1e3fe2b8b64e0985704_5a38eb_056b5f5086ea46f4bd9e7c81bf6efe67~mv2_d_3921_2400_s_4_2.jpeg)
Iteration 3:
![](https://uploads-ssl.webflow.com/5f99680a4f44a00800c6661d/5fa1e1edb8f7f22b37360fdf_5a38eb_184a6b13dfd94913869cd6b96b78684a~mv2_d_2784_1700_s_2.jpeg)
Final Design:
![](https://uploads-ssl.webflow.com/5f99680a4f44a00800c6661d/5fa1e1fa0056137e3100bdff_5a38eb_e79218976b694b79b1e63fa428664027~mv2_d_2133_1200_s_2.jpeg)
Final Design - Multiple Views:
![](https://uploads-ssl.webflow.com/5f99680a4f44a00800c6661d/5fa1ec0462c25bdfb76e631f_5a38eb_4e277aea3fcb4b56ba3d06b3443b164c~mv2_d_2133_1200_s_2.jpeg)
![](https://uploads-ssl.webflow.com/5f99680a4f44a00800c6661d/5fa1ec0d86b3074424444cb7_5a38eb_7132f96137de410090b8f6fe6c4011c9~mv2_d_2133_1200_s_2.jpeg)