FTW, a Brazilian sports nutrition brand, launched an official collaboration with Street Fighter a few weeks before the Street Fighter film opened in theaters. Five fighters became products: Ryu, Chun-Li and Blanka on the Diabo Verde pre-workout, Ken and Cammy on FTW creatine.
The challenge
Launch five characters at once without it turning into a row of jars, warm up the pre-sale in the days before launch, and give each fighter its own image. Fighting-game fans know every move, stage and sound, so any mistake is obvious.
The idea
The campaign is framed as an arcade match: insert coin, start the round, choose your fighter. Each piece is a stage of that match, and the same coin links the first teaser to the launch film.
Five fighters in the arena
Shoryuken frame from the launch film
What we delivered
Concept, script, modeling, simulation, animation, compositing and sound, developed with the FTW team
Two teasers (coin and ring), the launch film and a character-select cut
Stills: character-select screens, off-game stages, label details and group shots
Point-of-sale visualization in a pharmacy setting
All five jars modeled from scratch, plus a simulated fire Hadouken
Character select: Ryu
Off-game stage: Blanka in the jungle
Label detail
Point of sale visualization
Results
2.39M views across the four video pieces
612 comments across the same pieces, 378 of them on the launch Reels. Commenting "K.O" sent viewers the pre-sale link.
0 likes · 0 views · Nov 13, 2026
Official FTW x Street Fighter collab: five fighters turned into products, launch film, teasers, stills and point-of-sale visuals. 2.39M views across four videos.
