Even his enemies will tell you. Paul Heyman is one clever son of a bitch. The notoriously creative "Mad Scientist of pro wrestling" changed the entire sports entertainment industry with his Extreme concepts and powerful character development skills. Now Heyman, who much like best friend Brock Lesnar claims to be completely done with pro wrestling, has opened up an advertising agency alongside "Heyman Hustle" co-creator and director Mitchell K. Stuart, and the two were engaged by EA Sports to promote the new EA Sports MMA video game. EA could not have made a wiser choice. Heyman and Stuart, under the banner of "Looking 4 Larry" agency, have released three videos, all brilliant in their own right. The latest, a one minute vignette with Faricio Werdum, was filmed in the empty HP Pavilion, with Werdum returning to the scene of his greatest victory, The Tap Out Heard Round The World when Werdmum submitted Russian legend Fedor Emelianenko. Heyman's fingerprints are all over these three videos. The "evil genius" brings out the best on his subjects, whether it's Heyman himself on camera with Nick Diaz, a gorgeous black and white short film with the retired Frank Shamrock, or the simple yet brilliant Werdum video. You can read more about the EA Sports campaign, Looking 4 Larry, the Werdum video, and what's coming next here: http://heymanhustle.craveonline.com/articles/news/108929-fabricio-werdum Our most heartfelt congratulations to EA Sports for landing Heyman And Co, and a salute to Heyman, who always manages to keep things fresh and interesting.