Digital Domain is an American visual effects and animation company. The company was founded by film director James Cameron, Stan Winston, and Scott Ross. It is located in Venice, Los Angeles, California. The company creates innovative digital imagery for feature films, advertising and games. Digital Domains created an interesting TV commercial for one of the biggest sports worldwide, UFC. The TV commercial was named “UFC Evolution” which tells the story of how the UFC started and how it has evolved.
The concept of the UFC ad is very creative. The concept is to illustrate the UFC’s rise from the gym to the mega-stadium as a metaphor for the ascent of the sport. To accomplish this the ad shows iconic moments from real UFC matches dating back to when the sport started in 1993. The creativity of having the fighters break the gym apart as they fight does give the sense of how the sport started, which wasn’t very popular because it was only practiced inside gyms. With each tap out, punches, and kicks the strength of the fighter’s causes the concrete and the gym to fracture and crumble away. The concept of the ad shines even more when the pieces of concrete begin to clear away piece by piece, through generations of MMA gyms and fighters. These generations of MMA gyms and fighters reveal the rise of a new octagon with huge steel lighting girders that come up from the floor. The music is very inspiring, it has that high action, motiving, non-stop action feeling which tends to go along with the fighting scenes. The rhythm of the ad tends to start slow with no music, which goes with the darkness of the gym. As fighters begin to fight the music rhythm begins to pick up, and the sound effects of braking concrete really lets the scene and the design come to live. The impact of each demolishing blow is timed to the music, and the ending of the ad finishes with a new octagon filled with 120,000 fans which tells us how much the sport has grown and why UFC is the biggest growing sport worldwide.
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Communications Arts Jan/Feb. 2005: pg. 98. Print.
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