The Richards Group, Directorz & Lucky Post Create “Ultimate” MetroPCS Campaign


Last Updated: April 17, 2013 6:31 pm GMT
(Dallas, Texas--April 17, 2013) The new MetroPCS campaign, directed by Jeff Bednarz, is a compelling window into the lives of champion UFC fighters Ronda Rousey, Cain Velasquez, and Urijah Faber. Each striking spot, by agency The Richards Group, displays the fighters’ remarkable talent and sporting prowess interwoven with how MetroPCS plays a major role in their busy lives.

View the commercials here:

“It was great fun to get to know what makes these UFC Champions tick and showcase how wonderfully passionate they are about what they do,” says Director Jeff Bednarz. “It was that sprit, and the openness with which they shared their lives, that brought these spots to life.”

Director Bednarz worked closely with Lucky Post editor Sai Selvarajan, designer Seth Olson and colorist Brian Buongiorno to create an appropriately bold look and feel to the campaign, integrating the individual narratives with the highlighted brands. Lucky Post sound designer Scottie Richardson crafted complex layers of manipulated organic and synthetic sounds to punctuate the action and enhance mood in unexpected and compelling ways, interwoven with the music by Breed.

“I never that thought I would say it but we used all of Jeff's footage. Seems impossible but we did,” says The Richards Group Creative Head Brian Nadurak. “It was an awesome collaboration between Directorz and Lucky post. It was like a dream team."

Each spot was built around the intensity of the people portrayed: truly original champions who, at the same time, enjoy life in the same way as the campaign’s audience – capturing their loves, coordinating their schedules, and connecting to their friends.

For more on Directorz please visit: For information on Lucky Post check out

Spot Titles: MetroPCS: "Urijah's World", "Ronda's World", "Cain's World"

Agency: The Richards Group
Creatives: Brian Nadurak, Chad Berry, Mike LaTour
Agency Producer: Gabriel Silva

Production Company: Directorz
Director: Jeff Bednarz
DP: Mark Thomas
EP: John Gilliland

Postproduction Company: Lucky Post
EP: Jessica Berry
Editor: Sai Selvarajan
Graphics: Seth Olson
Sound Design & Mix: Scottie Richardson
Color & Online: Brian Buongiorno
Assistant Editor: Elizabeth V. Moore

Music Company: Breed


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