Fury Vs. Ngannou
Only One Will Reign
Adage // Daily Mail // Press Conference
Two undisputed kings of combats were set to face off. We wanted to honor the journey that got them there, both overcoming some of life's toughest battles to rise to power. Shot by the legendary Nick Knight, with costume design by 3x Oscar-Winner Sandy Powell, the grit and glory of a lifetime of fight sets the stage for their next. The campaign debuted at the fight's press conference, leading to a global campaign featuring a Times Square takeover, the first-ever boxing promo on the Las Vegas Sphere, 3d ooh, taxi and bus shelter placements, long-form print & wild postings across two continents—and that was all before the fight.
A global print campaign told the fighters incredible stories, redefining what it means to be a king.
The kings were reimagined in 3d across placements in Seoul and on the Las Vegas Sphere.
On fight night, the campaign took center stage, featured as the backdrop in the arena, across the graphic insets on ESPN, with the fighters walking out during the opening ceremony wearing replicas of their tailor-made crowns and costumes.
