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Allowing the audience to feel the fight

The Brief

To amplify the UK launch of EA SPORT'S UFC title to sports fans and gamers.

The Detail

When EA SPORTS needed help promoting the UK launch of their latest UFC game title, we worked with their PR firm Clifford French in bringing to life an exclusive UFC training camp where professional footballer Rio Ferdinand was put through his paces.

The Work

Rio was joined by UFC fighter Brad Pickett who taught Rio the key moves featured in the game including the Single Leg Take Down and the Triangle Choke Defence.

The fight sequences were then edited together and Mojo brought in WIREWAX technology to enable the viewer to engage with the video at key points where they could drill down via hot spots into further, more detailed slow motion footage and actual in-fight sequences from the game.

The final video was seeded across social channels harnessing the reach offered by Rio and Brad’s fan bases and driving traffic to the EA SPORTS website.

What we did

Creative concept, video production, motion graphics, social links and technical development.

Key Stats

  • 225,000 unique views
  • 15,000 social media interactions
  • Media coverage in GQ, Men's Health and MTV
  • 85% interaction rate through WIREWAX
UFC - Rio and Brad

Inside the Octagon

Rio being put through his paces.
Rio Ferdinand in the Octagon

Rio in the Octagon

Rio looks at home in the ring
Rio Ferdinand and Brad Pickett strike a pose

Strike a pose

The calm before the storm
Filming Rio

The Shoot

Filming Rio at our training camp
Rio Ferdinand and Brad Pickett in the cage

In the Cage

Rio and Brad in the cage
Rio throws a kick

Rio throws a kick

Rio being put through his paces
UFC Wirewax video on the iPad

The Final Result

A fully interactive WIREWAX powered video
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