Lovers. Fighters. Defenders of form and function. First Fight is the creative studio that helps brands hit above their weight with style, motion, and that knockout punch you didn’t see coming.
Our pride is making world-class work that leaves a mark. Jump in and let’s leave it all on the canvas.
We love animation, we love motion design - but Illustration is in our DNA.
We're happy to share that FF partner/co-owner Andre Foster illustration is featured on the cover of the latest issue for 'The Detroiter' - 3 times!
Co-Founder/Owner @ First Fight | Executive Creative Director
(in my Most Interesting Man In the World voice)lol
It's not often I get to go back to my illustration roots, but when I do - I prefer the scratch board pen.
I'm honored to have our studio featured on the latest issue of 'The Detroiter' where I not only got to illustrate one - but three covers of some pretty prominent folks here in Michigan for the Detroit Regional Chamber.
#illustration#DetroitRegionalChamber#Pen&Ink
We're proud to share our studio is an official sponsor for this year's D Show!
The D Show honors the best of the best in Detroit creativity and advertising . More than your typical advertising award show, it recognizes the breadth and depth of talent Detroit has to offer!
Quite possibly the most exciting news in years for fans of classic American animation: MeTV has announced MeTV Toons, a free network dedicated to classic animation. They've licensed a major part of the Warner Bros. Discovery classic animation library (WB/MGM/Hanna-Barbera), in addition to cartoons from other studio libraries including Paramount Pictures, Walter Lantz, Terrytoons, UPA, Jay Ward Productions, Universal Studios, and Columbia Pictures.
(SOUND ON)
Anybody: So what is it that your studio First Fight does again?
Me: We do Style & Motion.
That means we help brands hit above their weight through film and animation.
#firstfight
Co-founder @ adaily.co | helping ad people with AI at work | AI & Strategy Consultant | 2x Entrepreneur | Intl. Keynote Speaker | ex-DDB, ex-Deloitte | follow me for top AI ad insights
Under Armour launched an AI video earlier this month. Some praised that, some hated. But this behind the scenes offers a fantastic insider look for both.
In early March premiered video ad starring Anthony Joshua just before his boxing fight. It went with a message "Forever Is Made Now". And the director Wes Walker together with agency Tool of North America took it quite literally, tapping into the most innovative tools.
The video was heavily promoted as an AI one, which brought a lot of attention, but quite a lot of mixed emotions too. It sparked another discussion about what it means to craft advertising and how much humanity is involved. I think this behind the scenes presents a great opportunity to see it from the inside and enable everyone to make their stand.
In fact, when you break the video down, you see how much is made with "traditional tools". Less than half of all 16 used tools were AI ones. The team worked hard for 3 weeks, spending hundreds of hours combining AI video, AI photo, 3D CGI, 2D VFX, motion graphics, 35mm film, digital video, and AI voiceover.
So why push yourself to the extreme? Because of two major reasons:
1. Time constraints. The whole ad was made in 3 weeks and had to be finished before the upcoming boxing fight for championship.
2. Access to the athlete. He obviously was busy preparing for the fight, so the team had to figure out his minimal to none involvement.
The whole re-imagined process also enabled the possibility to accept materials on the go. The team could unleash their imagination and create stunning visuals in record time.
And I think a quote from the director sums it up perfectly:
"Our tools are changing [...] but the heart and the mind that peer behind the veil and doors of perception … is still and will always be ours."
Below you can see the behind the scenes movie combined with the final ad result.
Co-Founder/Owner @ First Fight | Executive Creative Director
Virgin Experience Gifts had very little brand awareness in the US -
So they reached out to our studio First Fight to create a fully animated video, that not only explained who they were and what they offered, but HOW VEG is different from everything else that's currently on the market when it comes to gifting experiences. From concept to design, to all the way to SFX - we went major rounds on this one and had some major fun in the process!
Virgin
For International Women’s Day we wanted to celebrate our Project Manager Taylor Stanislawski for rising to the challenge and keeping our busy studio in line!❤️🥊
We're in a special year for our city when it comes to football.
Detroiter's write our own story of who we are - and not what others may write about us just to make cheap headlines.
So we felt like we had to do a quick drawing of the man who this city has completely embraced and what he represents. He's made this city and it's Lion's team believe in themselves again...thank you coach Dan Campbell.
#GOLIONS
