How do you use a boxer to sell a mixed martial arts game? How do you get UFC fans to respect them? We decided to go a level deeper than Anthony Joshua's profession, to his identity as a fighter. We made sure there were no filters on his words, but plenty on the footage itself, nodding to his Yoruba Heritage. The man himself said it was the best script he'd ever received, and the only script that had ever used his full, correct name. UFC4 was the top-selling game in the UK in the first month of its launch.
Director: Harry Cauty
ECD: Will Thacker
Design: Samuel Guillotel, Rory Stiff, Casey Highfield
VFX: Antony Scott, Andy Dawson, Rinat Ashkenazi
Launched on IGTV by the man himself
We also created an Instagram filter that mirrored the film's VFX
Press:
