Although motorsport is near and dear to my heart, it's hard to argue when other trends come into the spotlight. Mixed Martial Arts (MMA) is the fastest growing sport in the country - make no mistake about it. The UFC organization has revolutionized prize fighting and taken it from relative obscurity to mainstream recognition. Naturally with anything that popular, you'll have 3rd party companies looking to capitalize on the momentum, and with that said enter: One More Round.
One More Round is an upscale fashion line spawned by the same minds who founded
BC Ethic. The brand aims to align with the warrior spirit and is adorned by top fighters who compete in the organization. Eyenovation was asked yet again to deliver the knockout punch for the company's online component and we worked closely with the One More Round brass to develop an immersive experience for fighters and fans alike.
Working in unfamiliar territory is usually pretty interesting. You always want to approach it (or at least I do) asking tons and tons of questions. I feel it's also really important to check your ego at the door. Coming into any situation with pre-conceived notions can be dangerous. It's always been very important to me that the work our studio delivers has an authenticity to it. The culture of MMA is very tight knit and anything 'fake' would be embarrassingly obvious. Now that's not to say we laced up gloves and sparred, but we were fortunate to be able to work directly with the athletes and capture their input in the design. The feedback has been overwhelmingly positive and yet again, it's been a tremendous opportunity for Eyenovation to delve into another lifestyle.
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