The practice of mixed martial arts comes with the risk of injury, and the owners of Madrid's IN TIME MMA gym knew it.

They wanted to create a poster to offer their members a medical insurance that covered those 'risks of the trade'. For this, we used a play on words in the native Spanish which married being a tough guy with having insurance. We overlayed that onto a hard-hitting image that suited the gym's own style and identity. The end result was a poster that people really do stop to look at.