MMA: "The (Global) Art of the Fight" TV Commercial by Heat, San Francisco

*The (Global) Art of the Fight
**
Product Intro Fact Sheet
*
*Client*:
*EA SPORTS
*label of Electronic Arts, Inc., Redwood City, Calif. (NASDAQ: ERTS)
*Agency*:
*Heat*, San Francisco
*Game intro*:
EA Sports MMA. For Xbox, PS3. $59.99
*Market position*:
EA Sports is in the unfamiliar position of introducing a game that is
*not*tied in to its sport’s most prominent league. (Rival game, UFC
Undisputed,
by THQ, has secured that licensing in the mixed martial arts category.)
*Brief*:
Differentiate from UFC Undisputed via intensity, authenticity, and the
global training that goes into mastering mixed martial arts’ various
disciplines (Japan for judo, Brazil for jiu-jitsu, Thailand for Muay Thai
kickboxing, America for boxing).
*TV*:
:20 (Europe only), :30 *http://bit.ly/dnIy7G
*One fight spills across three continents, ending in the Strikeforce
Pantheon Arena.
*Tag*:
“The world of MMA has never been bigger.”
*Market*:
Male, 12 – 34
U.S., Western Europe, Australia, Russia (online only), Japan
*ECD*: Steve Stone
*ACD*: Nei Caetano
*CW*: James Duffy
*AD*: Woody Kurupintsiri
*Broadcast Prod.*: Chris Weldon
*Executive Prod.*: Brian Coate
*Prod. co.*: *HSI*, Los Angeles
*Dir.*: Jason Smith
*Exec Prod.*: Maddi Carlton
*Line Prod.*: Paul Ure
*Editorial*: *Final Cut*, Santa Monica
*Editor*: Richard Learoyd
*Exec Prod.*: Saima Aiwan
*Video Effects*: *Dashing*, Toronto
*CD*: Robert Moggach
*Exec Prod.*: Danielle Lyons
*Sound Design/Mix*: *740 Sound Design*, Los Angeles
*Exec Prod.*: Scott Ganary
*Sound Designers*: Eddie Kim, Rommel Molina
*Mixer*: Eric Ryan
*Media*:
Male lifestyle (e.g. Comedy Central, MTV)
Sports (e.g. Sunday Night Football, ESPN, TNT)
Fight-specific (e.g. Spike, Versus)
*Media agency*:
*Wieden+Kennedy*, Portland