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(Courtesy Anheuser- Busch)
Formula 1 racing is huge and Michelob ULTRA , the #2 beer in the industry by volume is but the latest beer company that wants a piece of that action.
And on April 14, the popular Anheuser-Busch brand announced that it had joined forces with Williams Racing, one of the most iconic teams in Formula 1, to bring racing and beer fans – the first-ever real vs. virtual race.
In “Lap of Legends,” Willaims Racing drivers, past and present, will come together for an epic showdown that celebrates the different eras of Formula 1 racing.
Only in his second season, Logan Sargeant, F1’s first American driver in almost eight years, will appear alongside six of the greatest F1 legends.
Sargeant will race against the virtual avatars of Williams Racing legends, including Mario Andretti (1978 F1 World Champion), Nigel Mansell (1992 F1 World Champion), Alain Prost (1985, 1986, 1989, 1993 F1 World Champion), Damon Hill (1996 F1 World Champion), Jacques Villeneuve (1997 F1 World Champion), and Jenson Button (2009 F1 World Champion) in this first-of-its-kind race.
(Courtesy Anheuser-Busch)
Made possible with the help of innovative technology, artificial intelligence, and augmented reality to bring legendary Williams Racing racers back to the track as virtual avatars, Michelob ULTRA analyzed every Grand Prix these legends raced in so these avatars can think, react, and drive just like the champions they represent.
Research included more than 720 races, 1,260 hours of footage and 144,000 miles of racing to mimic the speed, racing style, technique, and strategy of these drivers and their cars. And everything that factored in to effectively augment these legends , including stamina, aggression, tire management, and reaction to the competition.
Michelob ULTRA developed a one-of-a-kind augmented reality helmet, which was tested on a track by legendary test driver, Ben “The Stig” Collins, and provided Logan Sargeant with a window into the virtual world of the legends competing with him on the track and fed him real-time information about the race.
The 15-lap race was captured using 28 individual cameras, including 4 car-mounted cameras, 1 in-helmet camera, 2 Alta 8 drones and 18 additional cameras around each of Silverstone Circuit’s 18 turns.
(Courtesy Anheuser-Busch)
“Lap of Legends” will be co-hosted by Jenson Button and Naomi Schiff, former racing driver and Formula 1 analyst for Sky Sports, who will be speaking to each of the drivers about their careers and experience making this first-ever real vs. virtual race. The race was filmed across various UK locations, including the Williams Racing HQ and Silverstone Circuit, home of the British Grand Prix.
“Michelob ULTRA has a history of merging sports and innovation to deliver on the brand’s point of view and offer unique experiences to fans everywhere,” said Ricardo Marques, Vice President of Marketing for Michelob ULTRA. “We couldn’t be more excited to bring ‘Lap of Legends’ to Formula 1 fans and fans of the brand, so they can feel closer to the intensity and passion of this exciting sport through this unique piece of entertainment alongside some of the most iconic names in Formula 1 history.”
US Fans can tune in to the premiere of “Lap of Legends” on May 14, (10pm ET / 9pm CT) via the AMC, BBC America, and The Roku Channel networks. The one-hour film will also be distributed across 28 countries around the world, including Canada, Mexico, Brazil, and more.
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