X SERIES 10 | My Site

X Series 10: Judgement Day - The Prime Card

The biggest crossover boxing event all time. My task was to create a 360 campaign which encapsulated the scale of this momentous global event. With social media giants KSI, Logan Paul and Tommy Fury all fighting on same card this campaign had to be Gen-Z coded and drive the hype train to the max. The campaign was oriented around the tagline ‘Judgement Day’. I created this copy to reflect how on October 14th, the trashtalking stops and judgement will be in the ring, further driving anticipation for the event.

This inspired the doomsday aesthetic which I outlined for the campaign, swirling blazes of fire and exploding volcanoes represented our hot headed fighters and the cataclysmic action that we would be seen in the ring. Working with our inhouse designers I made sure that these armageddon visuals were across all assets, from socials, stadium graphics all the way through to TV ads and even a limited edition bottle of Prime.

XSERIES_KSI_Narrative_I'm build different_4x5.jpg

XSERIES_PAUL_Narrative_This is Personal_4x5.jpg

We had 15 minutes to shoot with each fighter amidst quite possibly the most bonkers boxing press conference of all time (Tommy’s dad Big John flipped a table into the crowd and Logan Paul was throwing cake at Dylan Dannis). We were given what was essentially a hotel meeting room to shoot in, so for art direction I decided that 4 floor to ceiling screens with spewing lava on them would bring home the doomsday aesthetic and my direction for the DOP was to shoot the fighters in iconic poses on handheld for maximum chaos. I then edited the TVC and main trailer for socials and worked with freelance editors to cut additional stings and tiktok content.

The result was a campaign which set the boxing world alight with over a billion views across all social assets, billboards across London and Manchester, where we also held a city wide hunt for a limited edition bottle of Prime. The fight night then went on to become DAZN’s highest selling Pay-Per-View event of all time.

Stadium graphics in situ

X-Series is an ongoing sequence of crossover boxing events which I have been involved with from the start and have helped build out the aesthetic for this new sporting genre. I first worked on X Series when creating the title sequence in conjunction with our in-house motion designers, bringing in a much more contemporary look and feel that appealed to a Gen-Z audience and stood out from the aesthetic of professional boxing on DAZN.