To launch the UFC on Paramount+, our team at BOND created an integrated campaign powered by the cinematic stories of Paramount's legendary characters juxtaposed with the hard hitting combat of the UFC brand athletes.
As Creative Director, I led the charge on the Social campaign across organic and paid content, immersive ad units and brand synergy social videos through multiple genre and franchise collabs.
Working alongside our Motion and 3D artists, we created Paramount's first TikTok 3D Immersion Top View ad, a disruptive piece of creative that made the action feel like it was breaking out of the platform itself. Built around custom footage from our green screen shoot with the fighters, the ad knocked on your phone screen, then shattered through the glass to drop fans front row at UFC 324 on Paramount+.
Our integrated shoot with the UFC fighters provided photography and motion capture in the octagon and on green screen to be leveraged across all campaign creative, including choreographed shadowboxing and scripted CTA VO lines from the talent for bespoke social and digital OOH placements.
Our social video creative for the launch mixed iconic Paramount film and series with UFC fight footage across genres, letting characters crash the fights with their own commentary and banter. Rolled out as cross-brand posts across the Paramount ecosystem, the campaign reached millions of fans, bringing the humor, brutality, and brash attitude of a fighting spirit to welcome the UFC to its new home on Paramount+.
UFC SOCIAL CREATIVE TEAM:
Joey Samaniego, Creative Director, Print
Brad Burris, Creative Director, Social
Wayne Watson, Creative Director, AV
Bryan Dobrik, Sr Producer, AV
Bernard Crosland, Creative Director, AV Motion
Kate Milano, Integrated Account Director
Ryan Riley, Lead Strategist
Ryan Figard, Sr Art Director, AV Motion
Ty Baron, Sr Designer, Social
Megan Baer, AV Editor
Chrissy Mastrocola, AV Editor
Jonathan Halsey, AV Editor
Sheera Nadjar, AV Editor
Chris Marquard, AV Editor
Nolan Ford, AV Editor
Jon Milano, Sr Director of Production, AV
Elizabeth Bassett, VP, Accounts Digital + Social
Leslie Sager, Sr. Director, Creative Production, BOND Studio
Pete Soldinger, Head of Creative Strategy
Darnell Brisco, Head of Growth
Special thanks to Seth, Luke, Pat and Brian for their leadership and commitment to driving innovation and integration at BOND.
