Arts & Letters Makes 'Art of Combat' Spot for ESPN and UFC

Creative agency Arts & Letters has unveiled its latest work in collaboration with ESPN and UFC. 

The black-and-white short film "Art of Combat" is exactly what its title suggests, highlighting the passion and determination athletes have for the sport through a montage of fight scenes from some of the league's most prestigious fighters.

These include shots from former UFC Featherweight and Lightweight Champion, Conor McGregor, former two-time Middleweight Champion Israel Adesanya, and more.

 

 

 

 

 

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To set the atmosphere for the thrilling campaign focused on unraveling the truths behind the sport, the agency has sought the talents of actor Josh Brolin to voice the spot.

"The Octagon has more than eight sides. But for many, the captivating stories of Davids and Goliaths go unheard," Brolin narrates.

"The beauty of sportsmanship and the honor of combat remain unseen. While your eyes might deceive you, the heart knows the glory of victory. And when the hand is raised, and when the masses celebrate, you'll come to realize that this sport is so much more," Brolin continues. 

The spot ends with a message that rings true for both fans and athletes — that nothing "out there" compares to what happens inside the eight corners of the ring. 

Promoting UFC 303

The dramatic new spot, which marks Arts & Letters' first work for both UFC and ESPN, aims to promote the upcoming UFC 303 event happening on June 29. 

The title card consists of big names, including the return of McGregor as he faces off against Michael Chandler in the main event, and a fight between Jamahal Hill and Carlos Ulberg in the co-main event. 

The "Art of Combat" spot will screen in 60-second, 30-second, and 15-second versions across multiple platforms, including during the NHL Stanley Cup Final and NBA Finals happening later this month.

Arts & Letters Strategy Director Zack Stergar shares the idea behind the campaign, which was driven by the passionate fan base of the UFC and the perception of the MMA as one of the most misunderstood sports. 

"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," Sterger said.

"We’re really proud of this work, as it also represents what ESPN does so naturally — tell stories of people and competition," he concluded. 

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Editing by Katherine 'Makkie' Maclang