The Ultimate Fighter 18


With a notoriously volatile coaching duo and the added dynamic of male and female fighters living in the same house for the first time, Season 18 of The Ultimate Fighter was never short on drama. We echoed that intense atmosphere with a promo package that feels raw and animalistic, but undeniably modern as well.


The first season of The Ultimate Fighter to air on FS1, TUF18 also featured then UFC newcomer Ronda Rousey coaching against bitter rival Meisha Tate. Ronda’s much-hyped UFC debut earlier in the year signaled a revolution in mixed martial arts, bringing women’s MMA to the big stage. Our promo package needed to also feel revolutionary.


Previous packages for The Ultimate Fighter relied on well-worn combat sports clichés. To change things up, we opted for a stark and minimal aesthetic. Rapid-fire transitional moments and metaphorical footage of wild animals reflects the primal nature of fighting as well as the raw emotion of competition. The result is a promo package that feels fresh and makes a massive impact – a fitting introduction for a new era in UFC competition.