We were tasked with creating some bold, standout social content featuring none other than heavyweight champ Anthony Joshua. No pressure.

For the first piece, we took a cinematic approach, cutting together knockout moments from AJ’s recent fights with his iconic walk-on track. To give it a fresh spin, we layered in hand-drawn animations that reimagined traditional sports graphics through a raw, street-style lens. The result? His most-watched piece of branded content to date, clocking over 2 million organic views on Instagram.

Then we stepped things up, literally into the ring. With just 45 minutes on the clock and AJ in the building, we captured a playful, behind-the-scenes challenge and transformed it into a retro, video-game-inspired edit. Fast cuts, throwback graphics, and full-on fight mode energy took fans from ring-side to inside the action. That one hit hard too, racking up more than 1.5 million views on Instagram alone.

Credits:
Creative & Strategy: Paul Reid
Director: Paul Reid
Production: Contented Group