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Jonathan Kogan on Michelob Ultra's 'Step Into Superior Access'
NEW WORK
5 May 2026
Behind the camera and in front of it.
When Copa90 needed a hand model who could also be the camera, they came to us. Michelob Ultra's 'Step Into Superior Access' campaign — the brand's FIFA-sponsor activation for Argentina and wider Latin America — was built around first-person POV: dropping the viewer inside the velvet rope of championship stadium access.
The creative challenge was making that POV feel both immersive and cinematic. The technical answer was a single performer playing two roles at once.
Jonathan Kogan went on set wearing a Cyclops POV helmet rig — a lens mounted at eye height, his hands free below. Every product moment in the spot is shot from his own viewpoint. The pour, the pick-up, the trophy lift at the close — all filmed by Jonathan, of Jonathan's hands, in a single continuous performance.
One performer, two crafts, simultaneously. The hero of the film is the OG Ronaldo — R9, Ronaldo Luís Nazário. The hands, the POV, and the trophy moment are Jonathan's.
The closing beat is the Michelob Ultra Superior Player of the Match trophy — a stainless steel sculpted piece with crystal accents in red, white, and blue — held aloft by Jonathan's hands at the spot's payoff. Engineered as a product, performed as a moment.
This is what specialist hand modelling at this level actually is. Patient on set. Technical on take. Hands that know exactly what the shot wants — and, in this case, hands that also know exactly where the camera is.
