Noche UFC

ABOUT THIS ENTRY

Noche UFC showcased the power of visual storytelling by leveraging Sphere Las Vegas’ state-of-the-art visual and audio technology to celebrate Mexican Independence Day Weekend.

With a custom branding toolkit as the foundation, we crafted a dynamic campaign and delivered a multi-sensory experience, culminating in the groundbreaking six-chapter film, For Mexico, For All Time, during Sphere’s first live sporting event, Noche UFC.

The event shattered records, becoming UFC’s highest-grossing event, driving global engagement, and redefining live sports entertainment. Through a fusion of cultural authenticity and technological innovation, Noche UFC cemented UFC’s ability to create unforgettable experiences.

How does this represent "Excellence in Engagement"?

Sphere’s jaw-dropping 16K x 16K resolution LED screen wraps up, over and around the audience, creating a fully immersive visual environment. Between live MMA bouts, Noche UFC premiered an original film, For Mexico, For All Time, on Sphere’s massive plane, building a connective narrative for the event. For Mexico, For All Time was told in six 90-second chapters that focused on different periods in Mexican history and their influence on the nation’s identity. Detailed CGI “worlds” also accompanied each chapter of the film, bringing audiences into ancient Mexico, through the evolution of unarmed combat, and alongside freedom fighters.

UFC’s innovative use of production technology capitalized on Sphere’s state-of-the-art audio and video capabilities. Sphere’s interior LED display plane displayed real-time statistics and fighter information to the audience, including brand new data feeds like live fighter heart rate tracking. Haptic seats delivered force feedback to fans, based on both live action in the Octagon and choreographed music cues. Multiple audio streams allowed attendees to hear the broadcast – in multiple languages – from their cellular devices.

Objective

Our objective for Noche UFC Fight Week was to create a distinctive and immersive environment that would invite fans from around the world to celebrate Mexican Independence Day Weekend with UFC. At the heart of this experience was a deep commitment to honoring and authentically representing Mexican culture all while using Dana White's mission of providing a once in a lifetime sporting experience that felt like "A Love Letter to Mexico" as a guiding light.

With this unique, culturally rich thematic driving the branding and marketing, it became imperative to utilize every aspect of Sphere Las Vegas's capabilities. With the help of the 160,000 square foot 16K resolution media plane inside of the Sphere to the 580,000 square foot exterior LED display, known as the Exosphere, which offered a 360-degree projection surface, Noche UFC's messaging was elevated from all other tentpole events while still maintaining UFC's guiding principles.

Strategy & Execution

For the creative assets that lived in marketing materials and on the media plane of Sphere, UFC built out the Noche UFC graphics creative toolkit including a custom Noche UFC logo. These graphics drew inspiration from Mexico's rich pre-Hispanic cultures, which offered a wealth of visual and symbolic elements, allowing the team to explore their unique art, mythologies, and iconography.

The creation of a two-day indoor/outdoor Fan Experience spanning more than 30,000+ square feet, celebrating Mexican heritage was particularly special. The event featured live Mariachi and Folkloric Dancers , UFC athlete meet-and-greets, and immersive activations. Sphere’s Atrium saw a complete takeover of Mexican flag colors, music, and cultural installations like Papel Picado panels and an interactive hologram featuring fan-favorite fighters and UFC CEO Dana White speaking in English and Spanish.

The exosphere was utilized to announce the event and on-sale, run promos throughout the months leading up to the event, and showcase media elements during the Fan Experience and the live broadcast. The collaborative teams had to design a limited area to avoid distortion, while also considering the readability of information from all angles and best vantage points for drone capture.

Organizations

• UFC
• Silent House Partners
• BLINK Studios
• Antigravity Academy
• Nexus Studios
• Silent Partners Studios
• Marina Toybina
• Sktch
• Proto

Credits

Craig Borsari
Executive Vice President, Chief Content Officer & Executive Producer
UFC

Heidi Noland
Senior Vice President, Global Brand and Creative
UFC

Zachary Candito
EVP & Coordinating Producer, Live Event Production
UFC

Chris Kartzmark
Executive Vice President, Production and Programming
UFC

Bobby Besabe
Vice President, Creative
UFC

Craig Bragg
Senior Art Director
UFC

Hugo Coreas
Vice President, Brand Marketing & Fan Engagement
UFC

Tiandra Williams
Brand Director
UFC

Baz Halpin
Producer
Silent House Partners

Tom Colbourne
Screens Content Producer
Blink

Carlos López Estrada
Segments Director
Antigravity Academy

Valerie Bush
Segments Producer
Antigravity Acadaemy

Nexus Studios

Silent Partners Studio

Marina Toybina
Costumer Designer

Sktch

Proto

Linda Gierhan
Producer
Silent House Partners

Mark Bracco
Producer
Silent House Partners

Richard Cullen
Screens Content Producer
Blink

Dana White
CEO
UFC