ADVERTISING CONCEPT. ‘Fight Milk’ is inspired by a fictional product from the FX show It’s Always Sunny In Philadelphia. Two of the main characters create an alcoholic protein drink made from crows eggs and vodka and attempt to pitch it to UFC fighters to try and make it a popular drink amongst their athletes. With existing imagery from promotional material, I used half-tones to allow the image to be re-sized without losing resolution. Yellow appears in previous promotional material for the series so, I added yellow to give the design some colour.