WHAT WE DID

CONCEPT DEVELOPMENT

DIRECTION

CINEMATOGRAPHY

EDITING

Online ad to promote Anthony Joshua’s Beats by Dre endorsement deal. The piece was built around Joshua’s pre-fight technique, where he listens to slurs and inflammatory tweets from online antagonists as a motivator. The film was projection mapped on to London’s County Hall as part of a viral marketing stunt on the evening of the Anthony Joshua Vs Joshua Parker fight in March 2018. 

PRESS

https://www.dailymail.co.uk/sport/boxing/article-5544797/Anthony-Joshua-drowns-negativity-new-Beats-Dre-advert-ahead-Joseph-Parker-showdown.html

https://www.campaignlive.co.uk/article/beats-dre-takes-london-landmarks-anthony-joshua-projections/1460934

https://www.mirror.co.uk/sport/boxing/anthony-joshua-beats-dre-video-12253964

https://www.complex.com/sports/2018/03/anthony-joshua-aine-zion-beats