Fox Sports 1 "Beauty In Strength"

Описание: Client: FOX SPORTS 1
Director: SERGIO SALEH
Design/Animation: LUMBRE http://www.lumbre.tv

Director Sergio Saleh at Lumbre in Buenos Aires: "The brief the client gave us was exactly the kind of brief you hope for. It was simple and clear.

"The key elements of the message were that this was the first season with only women, that the winner of the show will also be the UFC champion of a new weight class, and that these women are real fighters and not amateurs with UFC aspirations as in some of the previous seasons.

"After doing some research and getting to know the fighters, we quickly zeroed in on the concept of 'Beauty in Strength.' It is the unique inner and physical strength of these fighters that makes them truly beautiful. "While the initial concept came to us rather quickly, flushing it out took a lot more work. Balancing the gritty aesthetic of the UFC with the beauty of the fighters was probably the biggest creative challenge. It is a very delicate balance to achieve. "We had one month for the pitch process in which we presented four creative lines. One was then chosen and presented to the UFC for approval.

"Once we won the pitch, we had to immediately fly to Las Vegas to meet with the client and the FOX Sports team to oversee the shooting of everything we needed for both on and off-air. The fighters and the coaches were available to us for only one day.

"After that, we had a month of editing and furious postproduction to make 16 fighter IDs, two coach IDs and the launch promo. "In addition to the launch promo, we created a toolkit for the show. Our concept was also used for the off-air campaign which includes a wrap of the 42nd Street Shuttle in New York City.

"At one point, the approval of the pitch was delayed because the UFC's Dana White was on a plane with Mike Tyson and could not be reached. That is, by far, the best reason for a delay we've ever gotten from a client.

"Overall, it was a very enjoyable project and while doing the social media marketing of the project we've even ended up making friends with some of the fighters. The fighters are even more impressive in person and, we have to admit, we were on our best behavior around them. You wouldn't want to get on their bad side." For FOX Sports Los Angeles EVP: Robert Gottlieb Creative VP: Blake Danforth SVP on-air promotions: Bill Battin Director/creative director: Steve Lewis Brand director: Elizabeth Loucher Producer: Laura Miller Still photographer: Stuart Pettican Fox Sports advertising: Rod Chiabai, Art Sassoe

For Lumbre Creative director: Sergio Saleh Executive producer: Pablo Encabo Art director: Adriana Campos Account manager: Jeff Keisel Business partner: Flavio Varennes Concept design: Carla Dasso Art director: José Cambariere Design: José Cambariere, Fede Dams Lead animation: José Cambariere 3D animation: José Cambariere, Mr. X, Darío Becher Animation and composition: Dario Becher, José Cambariere, Fede Dams Editing: Natalia Toth Keying and color grading: Edi Walger Design and animation for the toolkit: Javier Jauregui, Santi Lesende, Juampi Christmann, Seba Gutnisky

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