SUB CATEGORY :

BRANDED MUSIC CONTENT

ENTRANT COMPANY :

BIGTIME CREATIVE SHOP, RIYADH

TITLE :

CAN'T LOSE THIS FIGHT

BRAND :

RIYADH SEASON

ADVERTISER :

GENERAL ENTERTAINMENT AUTHORITY

AGENCY :

BIGTIME CREATIVE SHOP, RIYADH

CHIEF EXECUTIVE OFFICER :

MOHAMMED SEHLY

CHIEF CREATIVE OFFICER :

RAYYAN AOUN

ART DIRECTOR :

GUSTAVO MARTINS

HEAD OF CREATIVE & INNOVATION OPERATIONS :

EHAB ARMANIOUS

AGENCY PRODUCER :

INAS NAGY

SENIOR BUSINESS DIRECTOR :

ZIAD CHEHAB

SOCIAL MEDIA DIRECTOR :

NAEL GIRGIS

DIRECTOR :

SANTIAGO ODDIS

ANIMATION DIRECTOR :

FEDERICO RADERO

EXECUTIVE PRODUCER :

ANDREW LINSK

CHARACTER DESIGN :

FRANCO VECCHI

ART DIRECTOR :

SANTIAGO ODDIS

SPECIAL EFFECTS :

FACUNDO CAPECE

SFX :

FACUNDO CAPECE

FX ANIMATION :

APPÉTIT/ALICE TAGLIAPIETRA

2D ANIMATION & TIE DOWN :

APPÉTIT/YAS HANNA/ANA CLARA ARTAZA/
MANU CALDERONE/LISANDRO SCHURJIN/
JONATHAN DJOB NKONDO

3D VISUAL EFFECTS :

FERNANDO LA MATTINA

COMPOSITING SUPERVISOR :

TOMÁS GRAHAM

COMPOSITING :

FERNANDO LA MATTINA/ALCIDES IZAGUIRRE/
DANIEL DI PAOLA/ANDRÉS ALMASIO

SPECIAL EFFECTS EXECUTIVE PRODUCER :

FERNANDA SOMA

MIXER :

JOE ZOOK

SOUND PRODUCER :

MARCUS LOMAX/DEMITRI LERIOS

MUSIC COMPOSER :

NEW HOPE CLUB

SONGWRITER :

MARCUS LOMAX/DEMITRI LERIOS

LABEL :

HOLLYWOOD RECORDS/LONDON ALLEY/BIGTIME

CAMPAIGN SUMMARY :

“Can’t Lose This Fight” is an original song and anime-styled music video created as part of a global campaign to promote a historic boxing match between two undefeated heavyweight champions—Tyson Fury and Oleksandr Usyk. The Music video is designed to captivate Gen Z and expand audience appeal, with the goal of increasing Pay-Per-View subscriptions and ticket sales, while establishing Saudi Arabia as a top destination for hosting world-class boxing events.
The lyrics and story delves into the internal struggles of both Fury and Usyk on the night before their historic showdown, taking viewers on a surreal, emotional journey through the dreamscapes of the two fighters, where their deepest fears, desires, and determination play out in visually stunning anime sequences. As their internal battles unfold, the audience witnesses their mental and emotional preparation, culminating in a face-off in the "Ring of Fire," symbolizing the climactic moment of their battle.
To connect with the Gen Z audience, the video breaks away from conventional boxing promos by fusing anime artistry with original music. Collaborating with top anime artists and emerging pop band New Hope Club, the video blends vibrant visuals, fluid animations, and a powerful, emotionally charged song. The track, filled with themes of resilience and perseverance, mirrors the relentless spirit of the fighters, making The Ring of Fire an inspiring and memorable celebration of the biggest fight in boxing history.

CREATIVITY/IDEA/INSIGHT :

This is a historic fight—both fighters are undefeated, and both are poised to rewrite history. It’s a decisive match, and after this fight, only one will emerge as the Undefeated Champion. Imagine the thoughts racing through their minds the night before the match.
The idea was to bring those inner thoughts to life, taking viewers on a gripping journey through the fighters' deepest fears and emotions. What better way to do this than through emotionally charged music paired with a stylized anime experience?
With a stunning blend of powerful lyrics and beautifully crafted visuals, the music video delves into the fighters' dreamscapes, where their fears, doubts, hopes, and determination come alive. This ballet of emotions immerses viewers in their struggle to overcome, capturing the raw intensity of their mental and emotional battle before the ultimate showdown.

STRATEGY :

Boxing has seen a decline in popularity among Gen Z, especially with the rise of newer, more dynamic combat sports. For a fight of this historic magnitude, we aimed to captivate Gen Z and reignite their excitement for boxing.

To achieve this, we created content tailored to their interests. Understanding the strong appeal of Anime and pop music among this demographic—and recognizing the UK as home to the world’s largest boxing fanbase, with Tyson Fury representing Manchester—we partnered with Manchester-based pop band New Hope Club. Together, we developed original lyrics that were transformed into a visually stunning Anime-inspired music video, seamlessly blending the energy of the sport with Gen Z’s cultural passions.

EXECUTION :

For the song ‘Can’t lose this fight’, we teamed up with emerging Manchester based pop band ‘New Hope Club’ to pen down original lyrics and music for the video, creating a catchy, memorable and emotionally charged song. The lyrics are filled with themes of resilience and perseverance, mirroring the boxers’ relentless spirit and unwavering focus. The band combined anthemic pop melodies with driving rhythms, taking us from lows to highs as the motivational soundscape echoes the intensity and determination of the boxers.
To create the music video we collaborated with a renowned anime director to craft a captivating narrative. To reflect the randomness of the fighters thoughts and dreams, we tagged along some of the anime world’s leading artists, each portray one of the thoughts in their own unique vision and style. Their distinct art styles were seamlessly woven together to create a cohesive and compelling story. The music video’s vibrant colors, fluid animations, and surreal transitions deliver an ultra-stylized, modern aesthetic that captivates the audience.

RESULT :

The song achieved over 30 million downloads across music platforms, and became the second most downloaded track on Spotify. Meanwhile, the music video garnered over 50 million views, earning a 100% positive sentiment among Gen Z audiences. This success played a key role in the campaign’s triumph, with stadium tickets selling out completely.