To announce Anthony Joshua’s arrival into the new UFC 4 game we formed an integrated team with Kode Media to deliver a launch campaign. With strategy, writing, design and directorial input from the point of briefing, time and cost efficiencies are significant; this project was delivered in just three weeks. The film features AJ training, with his voice telling the unfiltered story of himself as a fighter. As we hear AJ tell his story we see striking, glitchy animations atop the footage, nodding to his Yoruba Heritage. Slowly and surely, we see him transform into his in-game self.