Step Inside the Intense World of UFC in ESPN's Art of Combat

Arts & Letters shares its latest creative work, developed with partners at ESPN – for UFC on ESPN+. Titled, 'The Art of Combat', the video-based campaign promotes the UFC on ESPN+, as they head into the much-anticipated UFC 303 featuring Conor McGregor and Michael Chandler (June 29th).

This work marks the first time Arts & Letters have partnered with ESPN and the UFC, and shares the incredible stories behind the sport, to both diehard fans and new viewers. 

As you may know, the UFC is bigger than ever, and popularity for watching the sport, from viewers all around the globe, is only growing. So many stories, jaw-dropping moments and yet, they haven’t even reached their utmost potential.

The campaign includes a :60 hero anthem, plus :30, :15 and ultra-short :05 videos. The voiceover is actor Josh Brolin, who is a UFC fan himself. The spots are running on linear and digital, including during the NBA Finals and the NHL Stanley Cup Final later this month.

“The UFC is unique in that it has one of the most passionate fan bases out there, but it may also be one of the most misunderstood sports,” said Zack Stergar, strategy director at Arts & Letters. “We enjoyed the opportunity to show what is uniquely true about the UFC - a sport where fans get to see stories of the best of human potential on display every week, and bring it to life in a way that feels as cinematic and powerful as the sport feels to fans. We’re really proud of this work, as it also represents what ESPN does so naturally - tell stories of people and competition.”