Sometimes, people consider the UFC (and cagefighting) as brutish, or dumb. This is not the case! Fighters are kinesthetically, rhythmically, and strategically hyper-intelligent. To change public perceptions, I invented—and branded—the ‘I FIGHT FOR’ festival; a weekend of intellectual and physical development. It was to be a collaboration between UFC and TED. My guiding themes for the design were ‘growth, refinement, and movement’

Student Brief (2017)

London, United Kingdom