World Extreme Cagefighting

art direction, OOH, TV

1. Problem

World Extreme Cagefighting (WEC) was having a live event on Versus network and was looking to draw in existing fans and create new ones.

2. Process

After a series of interviews, we conceptualized a campaign that let the story of each cagefighter speak for itself. We spent a week in Vegas shooting , and produced a total of 5 TVCs including an anthem. We also produced print and OOH.

As the senior art director, I helped to pitch ideas, assisted on the TVC shoot, and took on full responsibility of gathering static assets for our outdoor campaign. I sourced and managed a photographer and saw the design of OOH from concept through production.

3. Result

The result was an inspiring and evocative campaign that introduced cagefighting to many new fans.