Beats / AJ Fight

In the build up to Anthony Joshua’s career defining fight, with boxing legend, Wladimir Klitschko, we were tasked with reinforcing Beats’ connection with boxing and British sporting achievement, by placing it at the heart of the conversation around the fight of the century.
 
Our idea was to own fight night, the time in which the noise is at its loudest. We did so by engaging fans with real-time content, by working with Sky to embed Beats product in the key pre-fight moments, and by allowing fans to be part of Anthony Joshua’s preparation by sending good luck messages that were beamed live in to Wembley Stadium.
 
With such an uncertain outcome and a rollercoaster of a fight, we had to be on hand to develop content for the whole of fight night. Alongside Havas Media, we created Beats Media House, a bespoke cross-agency studio, which allowed us to react to the evening’s events to deliver the most compelling content.

Credits
Role —
Concept, Copywriting, Art Directing, Editing

Client —
BEATS by Dre

Agency —
Anomaly London