IBJJF – EUROPEAN JIU-JITSU CHAMPIONSHIPS

OVERVIEW:

This stylish and unconventional commercial was created to promote the IBJJF European Jiu-Jitsu Championships in Madrid. Shot entirely in Spain, the film was designed to challenge the gritty, dark tone typical of fight promos—focusing instead on visual storytelling and cinematic energy. The piece follows Luciana Galvão from Atos Jiu-Jitsu Barcelona, training across scenic locations including Barcelona Beach and MUHBA Turó de la Rovira.

CONTRIBUTIONS:

- Conceptualised and directed the commercial from a brief of “Not the usual fight commercial”- Developed a location-based narrative with no dialogue, anchored in Luciana’s training journey- Conducted full pre-production planning with IBJJF and talent, crafting a tight visual shot list- Oversaw all creative and production stages, including collaboration with CreativeVideo and local crew

RESULTS:

- Delivered on-time and to-brief, receiving exceptional client feedback- Final film captured the discipline, grace, and visual impact of Luciana’s training- Successfully repositioned the tone of competitive BJJ content for a wider, lifestyle-driven audience