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"The Ultimate Fighter" Teaser[/caption]
Design and animation studio Laundry recently created an exhilarating promo for “The Ultimate Fighter,” the popular reality TV series and mixed martial arts (MMA) competition produced by FS1 and the Ultimate Fighting Championship (UFC). The promo package premiered this month, which includes launch spots and graphics toolkit, also created by Laundry.
The original teaser opens on 8-year-old fighter Zoey Bustamante surrounded by swirling red and blue-colored smoke. “I wasn't born to be just a fighter,” says the female voiceover. “I was born to be a champion.” Introducing a new weight class in the upcoming season of "The Ultimate Fighter," the spot showcases the female fighters contending for the new belt, before concluding with the line: “Long may she reign.”
To view: https://www.youtube.com/watch?v=-_ki_kNX05E
Laundry worked closely with FS1 from the concept phase, helping to refine the visual language and develop both the tone of the piece and the script. Once the client selected the colored smoke concept, Laundry switched gears and went into pre-production mode, planning for and shooting 16 cast members, two coaches and Bustamante in Las Vegas in 108-degree heat.
“The concept visuals and story motif were conceived to focus on the aspirations of a young fighter who dreams to one day enter the sport professionally,” says Anthony Liu, Laundry Director/Executive Creative Director. “That theme is free of gender bias, applying equally to both males and females, and appropriately sets the stage for what this show is really all about: fierce competition, guts, and glory."
The short turnaround meant tightly orchestrated planning was required -- especially with very little time to capture the footage for both the tease and launch spots, as well as elements for a toolkit with 18 fighters and coaches and a young girl. In addition, shooting something as unwieldy as colored smoke outdoors in the desert winds with a huge group of talent was not a simple feat. Laundry planned ahead by filming a series of smoke tests in Los Angeles while developing the shooting approach and was able to capture some very magical material.
“The FS1 team are amazing clients,” concludes Liu. “They really care about the creative and aren't afraid to dig in and help out when needed. They discovered our young fighter, Zoey, online and reached out to cast her. She was perfect. And having the ability to work in a state-of-the-art bay with your clients right next to you ensures that a tight delivery goes smoothly and efficiently.”
Client: FS1
EVP Head of Marketing: Robert Gottlieb
SVP Marketing: Bill Battin
VP Marketing: Blake Danforth
VP Marketing: Keith Hritz
Creative Director: Josh Nichols
Brand Director: Keri Gajewski
Brand Manager: Leslie McDonald
Producer: Tatiana Hithe
Sound Design: Chris Fina
Design & Animation Company: Laundry
Director/Executive Creative Director: Anthony Liu
DP: Helge Gerull
Head of Features & Broadcast: Dan Masciarelli
Post Producer: Susan Harris
Line Producer: Mark Priola
Managing Director: James Sweigert
Editor: Justin Freedman
Compositors: Ramzi Hogan & Anthony Liu
Designers: Micah Fitzgerald & Jason Forrest Hogg
About Laundry:
"The Ultimate Fighter" Teaser[/caption]
Design and animation studio Laundry recently created an exhilarating promo for “The Ultimate Fighter,” the popular reality TV series and mixed martial arts (MMA) competition produced by FS1 and the Ultimate Fighting Championship (UFC). The promo package premiered this month, which includes launch spots and graphics toolkit, also created by Laundry.
The original teaser opens on 8-year-old fighter Zoey Bustamante surrounded by swirling red and blue-colored smoke. “I wasn't born to be just a fighter,” says the female voiceover. “I was born to be a champion.” Introducing a new weight class in the upcoming season of "The Ultimate Fighter," the spot showcases the female fighters contending for the new belt, before concluding with the line: “Long may she reign.”
To view: https://www.youtube.com/watch?v=-_ki_kNX05E
Laundry worked closely with FS1 from the concept phase, helping to refine the visual language and develop both the tone of the piece and the script. Once the client selected the colored smoke concept, Laundry switched gears and went into pre-production mode, planning for and shooting 16 cast members, two coaches and Bustamante in Las Vegas in 108-degree heat.
“The concept visuals and story motif were conceived to focus on the aspirations of a young fighter who dreams to one day enter the sport professionally,” says Anthony Liu, Laundry Director/Executive Creative Director. “That theme is free of gender bias, applying equally to both males and females, and appropriately sets the stage for what this show is really all about: fierce competition, guts, and glory."
The short turnaround meant tightly orchestrated planning was required -- especially with very little time to capture the footage for both the tease and launch spots, as well as elements for a toolkit with 18 fighters and coaches and a young girl. In addition, shooting something as unwieldy as colored smoke outdoors in the desert winds with a huge group of talent was not a simple feat. Laundry planned ahead by filming a series of smoke tests in Los Angeles while developing the shooting approach and was able to capture some very magical material.
“The FS1 team are amazing clients,” concludes Liu. “They really care about the creative and aren't afraid to dig in and help out when needed. They discovered our young fighter, Zoey, online and reached out to cast her. She was perfect. And having the ability to work in a state-of-the-art bay with your clients right next to you ensures that a tight delivery goes smoothly and efficiently.”
Client: FS1
EVP Head of Marketing: Robert Gottlieb
SVP Marketing: Bill Battin
VP Marketing: Blake Danforth
VP Marketing: Keith Hritz
Creative Director: Josh Nichols
Brand Director: Keri Gajewski
Brand Manager: Leslie McDonald
Producer: Tatiana Hithe
Sound Design: Chris Fina
Design & Animation Company: Laundry
Director/Executive Creative Director: Anthony Liu
DP: Helge Gerull
Head of Features & Broadcast: Dan Masciarelli
Post Producer: Susan Harris
Line Producer: Mark Priola
Managing Director: James Sweigert
Editor: Justin Freedman
Compositors: Ramzi Hogan & Anthony Liu
Designers: Micah Fitzgerald & Jason Forrest Hogg
About Laundry:
Artists. Misfits. Wild cards. Experts of the unexpected. We are Laundry, a Los Angeles-based design, animation and live-action studio specializing in commercials, film, and digital content. We’ve got a different take on things, live for the challenge, and love the rush of pulling it all off. You’re not satisfied with the status quo and neither are we. So let’s do something about it.
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