‘Bigger, Badder, Better’ isn’t just an apt tagline for the badass wrestlers in THQ’s new fighting title; it’s equally as appropriate for the high-impact rich media takeovers we’ve been rolling out globally. This year marks a turning point for this hugely popular wrestling title; one that has seen both a brand refresh, and a complete overhaul of the game mechanics. So we’ve been working hard, converting the new, uber-compelling pack art into unique and powerful, interactive rich media units.

In the meantime we were tasked with communicating the gritty, visceral nature of UFC3 Undisputed in online ad placements. We solved this by slowing the action down; splitting key art out into composite layers to create bullet-time style animations in Flash. This allowed the user to see every drip of sweat, every strained sinew – right at the point of impact. And as the fist or foot finally reached the fighter’s adversary we sped the action up – showing this moment to be one of many hundreds of choices that a gamer may make in any single match.