Put this roar at the reveal moment itself, not over the build-up. Lead into it with the dun dun dun sound to set the fake danger, then follow it immediately with a punch sound when the character actually lunges or lands.
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This clip is a three-second vocal roar performed as Grimlock, all deep growl and strained force with no words or music behind it. It feels funny and overblown rather than scary, like someone giving a toy dinosaur battle cry their full chest, which makes the attempt itself the joke for listeners.