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 try to pitch it to UFC fighters to make it popular amongst athletes. The illustration on the milk bottle is based on a design from the show itself. Using an existing image from promotional material, halftones were used to allow the image to be re-sized without losing resolution. The yellow was then re-introduced to give the design some colour and the actor himself could also be considered as being ‘wired’ on the drink due to the pose he is making.