Michelob Ultra
2025
Shade Tracker
Shade Tracker
cannes/ 6x shortlists
Michelob ULTRA has long championed the running community. But with temperatures rising by up to 2°C per decade, the sport faces its toughest challenge yet: the sun.
We created a smart running tool that maps real-time routes in the shade—offering paths up to 12°C cooler than those under direct sun.
Case Study
"Making running a more enjoyable exercise"
How it worked?
Powered by a dynamic system that combines multiple live data sources, Shade Tracker predicts shade down to the inch, generating personalized routes for runners in any city, at any time. All to bring joy back to running.
Film Launch
Results
+85K
routes created in the first month
+246K
miles run in the shade
58%
more shade per route (avg.)
+246K
miles run in the shade
my role: creative director
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