Client: Michelob ULTRA

Agency: Wieden + Kennedy, New York

Production: Pretty Damn Sweet

Story & Editing: Philamedia

Immersive. Collaborative. Award-Winning

We're proud to have played a part in Michelob ULTRA's Run Back the Miracle - an immersive experience that brought one of the most iconic moments in sports history back to the very ice where it happened. Led by the incredible team at Pretty Damn Sweet and created in collaboration with Wieden+Kennedy, the International Olympic Committee, PIX Productions, Parliament, and dozens of talented creative and technical partners, the experience earned both a Cannes Lions Digital Craft: Personalized Storytelling Experience award and a Cannes Lions Live Brand Experience Activation award. For us, it started when Pretty Damn Sweet trusted Philamedia to lead story development and editorial, helping transform groundbreaking technology into an emotional narrative that audiences could experience, not just watch.

Philamedia’s Beau Rosario and Aidan Guynes review an early cut with Director Stephen Gifford of Pretty Damn Sweet.

Building the Story While Building the Process

Our role extended far beyond editing. Led by Story Producer Brandon Gulish and Lead Editor Beau Rosario, Philamedia managed the editorial workflow that allowed multiple editors to collaborate across hundreds of hours of newly discovered IOC archival footage. With our team (Aidan Guynes, Nico Giampietro, Steven Schaffer, James Manton, Grant Woodworth, Tom Hall, and Justin Swallow) we shaped the documentary working side-by-side with Pretty Damn Sweet as their vision evolved in real time.

Overseeing the build day, Stephen Gifford and Rick Sebeck of Pretty Damn Sweet helm the RBTM production.

Editing for a Space, Not a Screen

This was a first for Philamedia: helping create a documentary not for a screen, but for an arena. During a week on site in Lake Placid, our team refined the story to fit the Herb Brooks Arena itself, working alongside our friends at PIX Productions as they transformed the venue with dozens of projectors, holographic scrims, projection surfaces, the scoreboard, and even the ice. Our challenge was to translate the story into that immersive canvas, ensuring every scene, transition, and emotional beat worked in three dimensions- all in service of Pretty Damn Sweet goal to deliver Michelob ULTRA and W+K’s vision of reliving the Miracle on Ice in a way that had never been experienced before.

Why Brands Trust Philamedia

The best work is always collaborative. Whether we're helping shape an idea, directing production, leading editorial, or delivering a finished experience, Philamedia partners with ambitious teams to find the emotional center of every story—and bring it to life. Technology captures attention. Collaborative storytelling makes it unforgettable.