Everlast Greatness Within
A Everlast Brand campaign with boxer Conor Benn before his fight against Chris Eubank JR.
2022
CREATIVE PHOTOGRAPHY VIDEO
PURPOSE
In the build up to one of the most iconic fights planned for this decade, we had the opportunity to create an Everlast brand story with Conor Benn. Our approach was to create a poetic piece, that felt truly cinematic and narrate Conor's greatness, which is within himself. We listened to every interview, instagram video, pre and post fight press conference to understand how Conor spoke as a person and a showman. It was this approach that provided us with the platform to create something truly authentic to Conor.
With this being an iconic fight, walking in the footsteps of their fathers, It was important we traced back Conor's history as a person and his relationship with his family. Conor went through a period of feeling lost and this sparked his obsession with boxing, something we metaphorically gave a nod to in the drifting swimming scenes.
IDEA.
The brief was to create something that would go OOH and in AD breaks in-between rounds, therefore we wanted to create a piece that contrasted the pace and liveliness of the event, with something calm, purposeful and poetic. This difference in approach was designed to drive impact and engagement through fight week and fight night.
Along with this, Everlast as a brand has a heritage in boxing like no other and this is built around special moment and special fighters. Conor is on the rise to become a special fighter and with this in mind, our ambition was to create something meaningful in our support.
