Michelob ULTRA:
McEnroe vs McEnroe
Motorized Precision teamed up with a world-class creatives and technical crews to stage the first-ever physical vs. virtual tennis match, powered by the world’s only two-way Live Link between Unreal Engine and four motion control robots. This technology let John McEnroe face his virtual younger self in real time, in a groundbreaking showdown broadcast to millions on ESPN2 and ESPN+.
Impact & achievements
10M+
Live Viewers
17+
Industry Awards
52
Countries Aired The Event
95%↑
Organic searches for “Michelob ULTRA”
THE CHALLENGE
UNIT9 approached us at Motorized Precision to bring a bold idea to life:
Connect live gameplay to real robots on a tennis court with broadcast grade reliability and real time response. The critical creative and technical challenge? Delivering physically launched tennis balls that would seamlessly interact with a digitally rendered McEnroe inside a photorealistic virtual court. All perfectly synced with cameras, VFX pipelines, and broadcast deadlines.
OUR Role & Technology
The concept required blending live-action performance, real-time Unreal Engine rendering, and robotic precision. At the heart of this groundbreaking experience was our custom-built integration between Unreal Engine, with the AOIN team and MP Studio Pro, enabling instant bi-directional communication between the game environment and four physical robots.
A transparent “fog screen” was used, and positioned just beyond the net, so that real McEnroe could see the virtual McEnroe, while still allowing the ball to be returned without compromising the ball’s trajectory or speed.
Behind the smoke and mist sat four Colossus robot arms from us at Motorized Precision, equipped with solenoids which would shoot the balls in different areas of the court to keep McEnroe on his toes. Our robots were controlled via MP Studio Pro and the Unreal project, and all 4 arms would work together with the ball machines to simulate a tennis match. On a given point there would be anywhere from eight to 32 return options to spit a ball back out at the real McEnroe.
OUR Role & Technology
World-First Integration
Developed the only two-way Live Link that connected Unreal Engine with four motion control robots, enabling real-time communication in both directions.
Real-Time Robotics
Programmed each robot to respond instantly to live ball tracking, keeping the virtual game and physical court in perfect sync.
MP Studio & IO Control
Used our proprietary MP Studio Pro software and IO Control system to trigger ball launches, returns, and precise movement sequences based on quadrant selection.
Custom Control Interface
Designing an Unreal Engine-based interface for a pro gamer to control robot actions live during the match.
The Impact
McEnroe vs. McEnroe set a new benchmark for real-time sports and entertainment robotics. By integrating Unreal Engine with motion control robotics in a fully interactive, two-way system, the project proved that physical and virtual worlds can merge seamlessly for live competition.
The experience captivated global audiences, earning industry recognition and awards while showcasing the future of sports technology. More importantly, it opened the door for new applications in:
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Sports broadcasting, where live robotic systems can enhance replays and gameplay visualization.
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Esports integration, combining physical robotics with virtual gameplay for immersive competition.
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Live entertainment, delivering hybrid experiences that merge athletes, virtual avatars, and robotics in real time.
This project demonstrated not only the power of advanced robotics but also how technology can reimagine how audiences experience iconic athletes and events.
Industry Awards
Emmy
x 1
One Show Awards
x 20
Design & Art Direction Awards
x 12
Adage
x 1
FWA
x 1
The Webby Awards
x 1
ADC Awards
x 13
Cannes Lions
x 7
Clio Awards
x 15
Michelob ULTRA: McEnroe vs McEnroe
Overall concept & production
Unit 9
Director
CREATIVE DIRECTORS
TECHNOLOGY
Robotic Arms by Motorized Precision, Unreal Engine
CATEGORY
Live Event, Live Streaming, Motion Capture, TV Platform
BRAND CLIENT
Michelob ULTRA
AGENCY
Broadcast distribution
INDUSTRY
Fast moving consumer goods, food & beverage, wine, and spirits
RELEASE DATE
05-22-2022
RESULT
The event became one of the most-watched sports spectacles of the year, surpassing the 2021 NBA Finals with over 10 million views.
It aired as a 60‑minute prime-time special on ESPN, broadcast across 52 countries, and was aired free of charge to Michelob Ultra due to the compelling nature of the concept.
It garnered extensive media attention with 120+ media placements, and achieved a phenomenal 99% positive social sentiment.
The campaign generated a massive 95% increase in organic searches for “Michelob ULTRA,” pointing to a tangible uplift in brand visibility and consumer interest.