JAck Della Maddalena is one of the ufc's biggest prospects and a close friend of the brand. for this collaboration release it was my role to build a campaign to release prior to his first vs gilbert burns at ufc299.
For this i wanted to create some speculation around jack with his well known 'knockout power' boxing. we created a 2 part video structure where we would release a vfx video of jack breaking a punching bag in training during the build up to the fight. we then released this video across various platforms such as reddit, twitter and tiktok under different aliases. this 'leaked' video then amassed over 1m views across all platforms as people discussed his raw power in the video.
at this point we share our second part video which follows the raw style of capturing jack focused in his training. linking the video back to the brand to promote the collection. this video surpassed tripled our regular engagement and the collection was an instant sell out.
