Bruce Buffer reads Threads.

UFC x Meta.

THE VOICE OF THE UFC ON A SUPERYACHT? IN MIAMI? BROADCASTING LIVE ON A 100 FOOT LED FLOATING BILLBOARD REPLYING TO POSTS ON THREADS? OUTSIDE UFC 314? DID I SAY LIVE?

…

We overuse ‘Dream Job’ a lot in this industry… but when Mindy at Unit 9 called me about this one I thought I was getting pranked.

As a massive fan of Boxing, MMA, and really every part of the fight game, creating a live experience starring the notorious BRUCE BUFFER, the voice of the UFC, on a Superyacht, on Biscayne Bay in Miami, the weekend that UFC 314 was happening… kind of ticks all my boxes.

I love directing experiential work. The pressure of everything having to be exactly perfect and to go off without a hitch is where I love to exist. There's no ‘fix it in post’ or ‘change the concept in the edit’. If you fail everyone knows and everyone sees.

The goal for this project was to announce the partnership between the UFC, the world's biggest MMA promotion, and Meta Threads.

The concept was that anyone tagging their thread with @brucebuffer would have him read out their thread… Live…projected on a giant floating LED billboard … and in realtime responded to on Threads… from the deck of a Superyacht sailing along the Miami waterfront.

Like I said. Dream Job.

Practically, it was taking everything that makes pulling something like this off difficult… and making it even more so. From boat to boat on our flotilla, calling the shots from multiple camera feeds on the hero yacht, drones and graphics had to be seamless both to the LED billboard boat and to our editor posting realtime video responses on threads from the water.

Of course that was only one part of the event - We customized the boat to make the Threads yacht the place to be the night before the fights for Bruce, the fighters who came onboard, press and MMA influencers. But TBH making party is really second nature for us ;)