Everlast Boxing Club
Everlast Seasonal Training 2024 : Ft. Conor Benn
2024
CREATIVE PRODUCTION PHOTOGRAPHY VIDEO ART DIRECTION GRAPHIC DESIGN
PURPOSE
Everlast Seasonal Training Campaign, cooked up in a Conor Benn fight week. Location: LA & Las Vegas. Conor seeks greatness as he continues his journey over in the US, while we go the extra mile to produce a commercial global campaign in a finite window. Inspired by his lack of patience to let success come to him, an elite athlete with an elite mindset, inspiring those to discover their gateway to boxing at grass roots level.
Our creative challenge was to deliver our commercial requirements while embracing the docu-style approach. Being a fight week, training, recovery, media and fight obligations are non-negotiable, the scope to create a campaign beyond that is limited and carries intensity. We embraced the volatility to capture something raw with Conor, that encapsulated his authentic emotion on fight week.
IDEA.
Time Waits For No One. Inspired by Conor's unwavering charge to fight whoever, wherever to progress and ultimately get him a world title shot. Conor has turned down opportunities to continue his progression and this is driven by his motivation and hunger to achieve.
Time Waits For No One, also has an interesting wider commercial tone to it. Boxing is going to be the fastest-growing sport of 2024 with the injection of Saudi interest into the sport, engagement is through the roof and it was our mission to position Everlast as the gateway brand into the sport. If there was ever a moment to join a boxing gym, 2024 will be the time, but it won’t wait for anyone.
