Ultimate Staredown

CREATIVE / UX / UI / MOTION / DEVELOPMENT / AI

UFC

Enjoy the show

The brief

Are you not
entertained?

On fight night, UFC fans draw the biggest subscriber audiences in the world. UFC set us the challenge to keep their attention through social and bring them back before every major event.

Hype reel

3D ANIMATION

Get your game face on

UFC staredowns feature some of the tensest, anything-could-happen moments in sport. So, we saw the perfect chance to let the fans experience the same hype, drama and intensity for themselves.

The Challenge

If they get angry, you get angry

The game was a simple reaction test. Players had to match and beat their opponent’s emotions within a certain time frame to win the staredown. Once they won, they progressed onto a bigger, tougher opponent.

01 - CHOOSE OPPONENT

02 - SYNC YOUR FACE

03 - GET READY TO RUMBLE

04 GET YOUR RESULTS

CREATIVE EXECUTION

#ufcstaredown

As fans played the game, their reactions were captured via their camera and turned into time-lapsed gifs that could be shared on social. 

The brief

E-motion 
technology

We built the game using Microsoft Oxford, an intelligent API that’s trained to recognise changes in facial expressions to microscopic proportions. Through this, we could actually measure emotions in order to score the game.

3D ANIMATION

Making a man

Without any footage available, we used advanced animation techniques to turn multiple still images of UFC fighters into living, breathing, digital replicas.