Role
Creative Direction
Case study · Creative Direction · Live campaign
UFC 214
CormierVSJones
The rematch · Anaheim · 2017
A multimedia campaign that packed a punch.
Fight-week creative for one of the most legendary rivalries in MMA history.
My roleI led creative direction and design across the fight-week campaign, from concept through the broadcast and social assets.
01 · The moment
One of the most legendary rivalries in MMA history came to a head on a global stage as Jon Jones and Daniel Cormier faced off again at UFC 214. I led the creative development of fight-week promotional content built to match the magnitude of the moment, shaping how the rematch was introduced, amplified, and experienced across platforms.
The work spanned cinematic motion graphics, high-energy animation, pop-culture parody films, and live social visuals produced in real time, all built to sustain momentum, fuel anticipation, and translate the intensity of the rivalry into a cohesive visual language worthy of two of the sport's most iconic figures.
Operating at the center of a live, high-pressure environment, the system was fast, flexible, and unmistakably UFC. It helped define a historic night, not just promote it.
02 · The films
Built for fight week.
A run of promotional films made to move fast across social and broadcast, sustaining hype from announcement through walkout.
Rivalry promoCinematic fight-week film
Hype cutHigh-energy social edit
Parody / pop-cultureReal-time social visual
03 · What it spanned
One visual language, many formats.
01
Cinematic motion graphics
Broadcast-grade title and promo sequences that matched the weight of the main event.
02
High-energy animation
Fast, punchy social cuts engineered to stop the scroll and drive anticipation.
03
Pop-culture parody films
Playful, culturally-tuned films that made the rivalry shareable beyond hardcore fans.
04
Live social visuals
Real-time graphics produced on the clock during a live, high-pressure fight week.
04 · Why it worked
The value wasn't any single asset. It was a fast, flexible creative system that stayed unmistakably on-brand while producing at the speed a live event demands. That combination, senior creative judgment plus real-time output, is exactly what I bring to high-stakes brand moments.
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