SUB CATEGORY :

USE OF TALENT & INFLUENCER: SPORTS

ENTRANT COMPANY :

BIGTIME CREATIVE SHOP, RIYADH

TITLE :

5 VS 5

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 BILESIMO

HEAD OF CREATIVE & INNOVATION OPERATIONS :

EHAB ARMANIOUS

AGENCY PRODUCER :

INAS NAGY

SENIOR BUSINESS DIRECTOR :

ZIAD CHEHAB

SOCIAL MEDIA DIRECTOR :

NAEL GIRGIS

MANAGING DIRECTOR :

JON ADAMS

DIRECTOR :

LEIGH POWIS

DIRECTOR OF PHOTOGRAPHY :

HARRY WHEELER

CAMERAMAN :

BORIS MITREV/IVELIN METODIEV/PETER WADE/
WILL CRAFTS (LONDON)

GAFFER :

PETAR KOSTOV/JONO YATES (LONDON)

1^ST ASSISTANT DIRECTOR :

ANTONY TANEV

EXECUTIVE PRODUCER :

AMY APPLETON

FILM PRODUCER :

THEO HUE WILLIAMS

PRODUCTION MANAGER :

NICOLA SIMS

HEAD OF PRODUCTION :

SAM LEVENE

PRODUCTION DESIGNER :

NADEJDA PACHOVA/IRINA MAGDALINCHEVA/SEBASTIAN CHAN

SFX PROSTHETIC :

LYUDMIL NIKOLOV

CASTING :

GEGANA KUZMOVA

STYLIST :

SERGEI YORDANOV

COSTUME DESIGNER LDN :

AMEENA KARA CALLENDER

HAIR & MAKE-UP :

LUBOMIR PETROV/VALENTIN VALOV

COLORIST :

JULIEN ALARY (TMLS)

POST PRODUCER :

STEPHANIE ROSE

ACCOUNT EXECUTIVE :

MIKE BERTIN

SFX SENIOR TECHNICIAN :

PETAR NIKOLOV

SFX SUPERVISOR :

NIKOLAY FARTUNKOV

2D LEAD :

FRANCOIS ROISIN (SELECTED WORKS)

SPECIAL EFFECTS PRODUCER :

ALEXANDRA PATON (SELECTED WORKS)

SOUND DESIGNER :

GEORGE CASTLE/JAMES BENN

ADDTL SOUND DESIGN :

FRED PEARSON/RYAN HATTON

SOUND EXECUTIVE PRODUCER :

KAREN NODEN

PHOTOGRAPHER :

DANIEL LEKOV

CAMPAIGN SUMMARY :

Riyadh Season, the leader in entertainment across Saudi Arabia and the MENA region, aimed to ignite a deeper passion for boxing among fans while solidifying its status as a premier boxing destination.
The Undercard, traditionally viewed as pre-fight filler, often failed to generate excitement despite showcasing qualities fans love in combat sports—frequent bouts, compelling narratives, and raw talent. Its lack of recognition stemmed from its lesser-known fighters, making it less appealing to audiences.
To change this perception, we reimagined the Undercard and created unprecedented buzz by introducing a groundbreaking format: a team-based competition between two legendary rival promoters. Each promoter handpicked their top five fighters to go head-to-head, transforming the Undercard into an electrifying, high-stakes showdown that had never been seen in boxing.
This was more than entertainment—it was about engaging and educating fans. By spotlighting the rivalry of globally renowned promoters and the rising stars of boxing, the Undercard became a platform to celebrate talent and the future of the sport. The event sparked a new generation of boxing enthusiasts and set a new standard for Riyadh Season’s boxing showcases.

CREATIVITY/IDEA/INSIGHT :

The Undercard has traditionally been seen as mere pre-fight entertainment, a warm-up leading to the main event that captures all the attention and excitement. This has often left the Undercard overlooked and undervalued.
We set out to challenge this perception and give the Undercard the spotlight it deserves by completely reimagining its format and generating unprecedented buzz. Instead of the usual five undercard fights, we introduced a groundbreaking concept: a head-to-head clash between two rival promoters. Each promoter selects their top five fighters to form a team, turning the Undercard into an intense team-based competition—an electrifying first in the world of boxing.

STRATEGY :

The Undercard, often overshadowed, actually embodies what modern combat sports fans love about other combat sports — frequent bouts, compelling fighter narratives, and raw talent in action. Its lack of recognition stems from the lesser-known status of its fighters.
Recognizing the audience's appetite for more action and digestible formats, we shifted the focus to the promoters. While the fighters in the Undercard may still be climbing the ranks, the promoters behind them are global icons, their rivalries as legendary as the champions they've produced.
By leveraging the reputation, star power, and credibility of these renowned promoters, we highlighted the rising stars of boxing—the next generation of champions—turning the Undercard into an event that celebrates talent, rivalry, and the future of the sport.

EXECUTION :

We began by onboarding legendary British promoters Frank Warren and Eddie Hearn, whose decades-long rivalry set the stage for the tournament. Each promoter chose five of their best fighters but kept their identities a mystery to spark intrigue and fuel conversations among fans.
After months of secrecy and speculation, the fighters were finally revealed during a live press conference, where the matchups were announced. The event was accompanied by a powerful launch film that united the concept in a rallying cry for fans.
Social media content spotlighted each fighter and fight, allowing fans to connect with the competitors and debate their potential. Additional educational content delved into the art of boxing, engaging both hardcore fans and newcomers.
This ecosystem of mystery, hype, and education elevated the Undercard into a celebrated tournament, giving rising fighters and their promoters the attention they deserved while captivating boxing enthusiasts worldwide.

RESULT :

We didn’t just entertain; we educated and engaged fans. The Undercard was no longer an underdog — it became a cornerstone of the boxing experience, sparking a new generation of boxing enthusiasts. This event not only redefined the reputation of the Undercard for this occasion but set a new standard for all Riyadh Season boxing events moving forward.

Results at a Glance:
Impressions: 4 Billion
Countries reached: 166
PPV Buys: 1.8M
100% Tickets Sold