Michelob ULTRA believes “It’s Only Worth It If You Enjoy It.” And its messaging became especially relevant at a time when more and more athletes have begun to question whether a win-at-all-costs mentality brings them joy.

With “McEnroe vs. McEnroe,” Michelob ULTRA helped shine a light on the subject by bringing John McEnroe, an athlete known for being tough on the court, to reflect on his career and face his toughest opponent: himself.

The real John McEnroe played virtual versions of himself from the 1970s and ’80s, powered by AR MetaHuman technology, and on a specially built tennis court — the first-ever half real, half virtual one. On the virtual half of the court, we projected McEnroe’s avatar onto a particle-mist screen, and on the physical half, we custom-built the surface with acrylic fiber to resemble his favorite courts from the 1980s.