WEBSITE REDESIGN
Super Bowl LVI Campaign Activation
For Michelob’s Super Bowl LVI campaign, they partnered with renowned agency Wieden + Kennedy to bring to life the Superior Bowl, a fictional bowling alley where Serena Williams, Peyton Manning, Alex Morgan and more get together to blow off steam when they weren’t dominating the sports world.
For Michelob’s landing page, we transformed it into a home for the fictional space, and a shop for a line of bowling clothes dedicated to the activation.
We used original art to put a fun worn-in twist on the digital space.
Viewership for Super Bowl LVI was at least 112 Million Viewers.
ROLE: Product Designer
TOOLS: Figma, Adobe Creative Suite, Wire framing, Project Management
AGENCY PARTNER: Wieden + Kennedy
Home Page
The Home Page immediately establishes a call to action which drives users to the commercial, the merch shop, to sign up and to extra features, building out the world of the campaign.
The Shop
The Shop was added before game day. The entire visual design of the Website activation was inspired by designs crafted for the line of Bowling Alley inspired clothes. In preparation for game day a teaser banner was added, with product imagery available ahead of time to build anticipation.
Cast of Characters
Due to the amount of visual designs I contributed I was given a dedicated About The Artist page.
A call out was made to the biggest draw of the campaign which was the jaw-dropping star power enlisted for the commercial.
I provided the UX team with several visual assets as well as multiple custom typefaces I developed for the campaign, such as the messy painted type featured here.
The end result was a digital activation which seamlessly merges the various physical activation with the merchandising tie in and adds a delightful integration of analogue visual elements into the digital world, a hallmark of what made the campaign so special.