HELO AND THE GRAND PRIX WINNING ‘DREAMCASTER’ PROVIDES SENSORY EXPERIENCES FOR THE VISION IMPAIRED

The latest Lemonade Reps spotlight focuses on the revolutionary new project ‘Dreamcaster’ from Michelob Ultra in collaboration with HELO & FCB New York. The film brings generative A.I. and haptic technology to the forefront allowing a blind man to experience the thrills of the NBA.

In April of this year Cameron Black became the first blind journalist to commentate on a live game of basketball for the NBA playoffs. This was all made possible by Michelob Ultra’s incredible ‘Dreamcaster’ platform which uses AI-driven technology and mixes real-time sounds, vibrations and braille data to create a vivid sensory experience for the vision impaired.

The film showcases how technology can provide life changing experiences for people, providing accessibility in numerous ways. Throughout the film we see Cameron using various different types of new technology to assist his viewing and understanding of the basketball game without the assistance of others. Text appears on the screen explaining why he’s never had the chance to fully enjoy a basketball game until now thanks to the data and A.I, refreshable braille, spatial sound, gesture control and haptic feedback technology.

The project's inception is a part of a seven year partnership between AB InBev brand’s marketers and FCB New York and is focused on innovation and entertainment through Dreamcaster.

On the evening of Friday Sept 15th, Projecting Change @projecting.change and partners launched the first drone show of its kind, with 1000 drones - lighting up the NYC sky above the UN Building with a series of shows designed to inspire, educate, unify, and activate our local and global collective around the climate crisis, protecting the Amazon and other important environmental campaigns.

This coincided with the 78th United Nations General Assembly and the UN - Secretary-General’s Climate Ambition Summit and SDG Summit, sending a strong message to world leaders - and served as a kick-off for Climate Week.

The film went to the cinematic beaches of the French Riviera for the Cannes Lions 2023 and left with a whopping 7 Lions which included Grand Prix - Entertainment Lions For Sport, Gold - Media, Silver - Design Silver - Radio & Audio, Silver - Media, Bronze - Digital Craft and Entertainment Lions For Sport.