THE ULTIMATE FIGHTER
2014 - FOX Sports USA - Campaign


LUMBRE has entered the octagon with its debut project for FOX Sports USA. This is the 20th season of The Ultimate Fighter and this time the victorious fighter from a field of 16 women will also be crowned champion of the new strawweight division of the UFC. 

LUMBRE created the concept and design from inception to execution and FOX Sports is using these ideas for the off air as well. This includes a wrap of the 42nd Street Shuttle in New York City.

We loved working closely with the exceptional team at FOX Sports and had the pleasure of meeting them face-to-face when we flew to Las Vegas to film the fighters and coaches.
We flew to Las Vegas to meet up with the fantastic team at FOX and film these incredible 16 fighters.
They wanted to highlight that this is the first all-female-fighter season of the Ultmate Fighter as well as the debut of a new weight class whose champion will be one of the competitors on the show. The concept draws from the fact that these women´s beauty comes from their strength. They are not beautiful despite being strong: they are beautiful because they are strong.
In addition to the launch spot, we also created a complete toolkit.
Here are some selected elements:
Fox Sports based all their off-air promotions on our concept.
LUMBRE worked with the off-air team to create a design for this wrap of the 42nd Street Shuttle in NYC.
Credits:
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

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