Bronze
Production & Post-Production
2D Animation
| Entrant: | BigTime Creative Shop, Riyadh |
| Brand: | General Entertainment Authority |
| Title: | "I Can't Lose This Fight" |
| Corporate Name of Client: | GEA |
| Client Company: | General Entertainment Authority, Riyadh |
| Client President: | H.E. Turki Alalshikh |
| Chief Marketing Officer: | Ahmed Arafah |
| Agency: | BigTime Creative Shop, Riyadh |
| Agency Chief Executive Officer: | Mohammed Sehly |
| Chief Creative Officer: | Rayyan Aoun |
| Creative Director: | Ahmed Shanaa |
| Associate Creative Director: | Hazem Kamal |
| Senior Copywriter: | Mohamed Basalama |
| Senior Art Director: | Gustavo Martins |
| Agency Senior Producer: | Inas Nagy |
| Agency Editor: | Mohamad Al Qarawi |
| Agency Strategy Director: | Ziad Chehab |
| Production Company: | Riff Raff Films, USA |
| Director: | Rich Hill |
| Executive Producers: | Natalie Arnett, Matthew Clyde |
| Producer: | Kate Brady |
| Director of Photography: | Dustin Lane |
| Post-Production Company: | The Mill, London |
| Executive Post-Producer: | Louise Unwin |
| Post-Producer: | Phil Brewster |
| Sound Design Company: | 750 MPH, London |
| Head of Sound: | Sam Ashwell |
| Sound Designers: | Mike Bovill/Ellis McGourlay |
| Music Production Company: | The Hogan |
| Music Supervisors: | Isa Rehman/Letizia Pacchioni |
| Song Title: | Trøllabundin' By Eivør |
Description:
The music video was created to mainly target the Gen Z to capture the interest of a wider spectrum of audience in order to boost Pay-Per-View subscriptions and increase ticket sales of the event, while establishing Saudi Arabia as a premier destination for hosting world-class boxing events.
BACKGROUND ‘Ring of Fire’ was the biggest fight in boxing. It was a history-making showdown between WBC and Lineal Champion Tyson Fury and WBO/IBF/WBA Unified Champion Oleksandr Usyk.
The winner would go on to become boxing’s first Undisputed Heavyweight Champion since Lennox Lewis claimed that honour 25 years ago. And it didn’t happen in Vegas, or the O2 Arena, but at the Kingdom Arena in Riyadh.
IDEA This originally created music video is a stylised-anime trip into the internal fight of both Fury and Usyk on the night before their historical fight.
After this night, only one will sleep as the Undefeated Champion. We go through the emotions and thoughts of the fighters, and plunge into their dreamscapes, where we live their deepest fears, worries, wishes and desire to overcome them.
Until they face each other in the Ring of Fire. The entire music video is a ballet of beautifully crafted visuals and powerful lyrics vividly expressing the inner struggle of both fighters.
EXECUTION As our challenge was to get Gen Z’s interested in this historic fight, a regular boxing promo wouldn’t cut it. So, we did something that’s never been attempted in the world of boxing promo videos.
We created an original anime-music video, something we knew Gen Z’s are diehard fans of.
To create the music video ‘Can’t lose this fight’, we collaborated with some of the anime world’s leading artists and seamlessly merged all their unique art styles into one cohesive story.
The music video’s vibrant colours, fluid motions, and surreal transitions give it an uber stylised and modern look. For the music we teamed up with emerging Manchester based pop band ‘New Hope Club’ to pen down original lyrics and music for the video, creating a catchy, memorable and emotionally charged song.
The lyrics are filled with themes of resilience and perseverance, mirroring the boxers’ relentless spirit and unwavering focus.
The band combined anthemic pop melodies with driving rhythms, taking us from lows to highs as the motivational soundscape echoes the intensity and determination of the boxers.