UFC 194 was the long awaited match up between Champion Jose Aldo and Rising Star Conor McGregor. The media frenzy, fueled by McGregor’s gift for generating hype, exploded after their originally scheduled match had to be canceled due to injury. This became the inspiration for the campaign, “It’s About Time”. The campaign consisted of a :60 spot which showcases the athletes trying to find focus amidst the media hype. Additionally we produced a series of :10 teasers that highlight unique characteristics of each fighter. Unfortunately, the campaign ended up being more exciting than the fight which lasted all of 13 seconds. Worked with the UFC Productions group as agency Creative Director and Live Action Director. Produced at Troika. Winner of the 2016 Silver PromaxBDA Global Excellence Award for Art Direction and Design in the Sports and Special Events Spot Category.