Thanks to a collaboration with Seven Bucks, the creative marketing team of Dwayne Johnson, Alt had the exciting opportunity to create a project with Under Armour and UFC for Project Rock. Featuring UFC athlete Jiri Prochazka facing off against a Brahma bull in series of stylized and moody ads, the campaign has gained the highest viewership across all UFC, Under Armour and Project Rock videos with over 70 million plays and counting. In addition to the amazing response through various social outlets, the ad also aired on giant screens at The Sphere in Las Vegas during the September UFC main event – an impactful and disruptive venue for our films!
The excitement behind the campaign was felt online with some notable comments like:
“This is some WWE level advertising 😮”
“Best UFC commercial I’ve seen”
“The thinking process behind the ad message is amazing 🤩”
“This is one of the best ads of all times”
“🔥Love the visuals!!! So deep and inspiring almost like a short movie”
“This is actually a nice ad. All the other ones I’ve ever seen nowadays are dog dookie”
“What film is this from?”
“They even got The Rock eyebrow in there”
Directed by Alt.vfx founder Colin Renshaw and set in a 95% cg environment the ads tagline of “Be Bullish” is testament to Alt’s drive to produce the best content, even against amazingly challenging timelines and budgets. Colin and the Alt Group team worked closely with Seven Bucks to develop every aspect of the look and feel for the films. From concept designing the environments for the perfect sense of place and scale. To developing a photorealistic CG bull, but taking it an extra step and bringing a unique personality and wow factor to the character. Researching tattoo designs and studying Dwayne Johnsons iconic mannerisms and facial expressions, all adding to those extra layers of detail to be found in each frame. A subtle eyebrow raise from the bull, Jiri’s pause to look down before the action, the environment, the pacing, the sound design, this attention to detail, the passion we put into every project and a commitment to the highest standard, is paramount to the work Alt produces.