Entertainment & Live / Brand & Advertising
The Ring × Fatal Fury
London & New York
Creative direction and executive production for an international entertainment campaign spanning two major boxing events, a global video-game launch and live activations with KSI and IShowSpeed.
- Client / Collaborator
- The Ring / Big Time Creative
- Role
- Creative Director / Executive Producer
- Year
- 2025
- Agency / Production Company
- NaF+
- Markets
- United Kingdom / United States / Global
- Locations
- London / New York
- Campaign
- Fatal Fury: City of the Wolves
- Featured talent
- KSI / IShowSpeed
- Events
- Chris Eubank Jr. vs Conor Benn, Tottenham Hotspur Stadium, London. Ryan Garcia vs Rolando Romero, Times Square, New York.
- Deliverables
- A high-volume campaign of event films, activation content, social cutdowns and campaign photography. Film content was delivered in 60, 30, 15 and 6-second versions across 16:9, 9:16 and 4:3 formats for YouTube and international social media platforms.
Watch the work
Times Square: Event Film
Watch on YouTube ↗London: Main Event Film
Watch on YouTube ↗London: The Fight
Watch on YouTube ↗The Brief
Capture the drama, energy and cultural scale surrounding two major international boxing events in London and New York while documenting the launch activation for SNK's Fatal Fury: City of the Wolves. The campaign needed to connect live boxing, gaming and online entertainment through a fast-moving stream of films and photography. Content had to be captured, edited, approved and published while the events were still unfolding, giving The Ring a distinctive voice within an extremely competitive live media environment.
The Creative Approach
Treat each city as part of one unfolding international story. The campaign moved from the atmosphere surrounding Chris Eubank Jr. and Conor Benn at Tottenham Hotspur Stadium to the spectacle of a live boxing event in Times Square. Alongside the fights, KSI and IShowSpeed brought the world of Fatal Fury: City of the Wolves to life through physical activations built around their existing rivalry and global audiences. The creative approach combined the scale and drama of elite boxing with the pace, personality and immediacy of gaming and creator culture. Rather than producing a single retrospective event film, we built a flexible content system designed to react in real time. Hero films, rapid-turnaround edits, social cutdowns and photography were planned as part of the same campaign from the outset.
My Contribution
I was Creative Director and Executive Producer across the project, working with the client to shape the creative response and leading its execution across London and New York.
- Leading the overall creative approach across both territories
- Translating the client brief into a coherent international content campaign
- Leading client relationships and the creative approval process
- Managing the production teams alongside NaF+'s dedicated producers in London and New York
- Overseeing production planning, budgets and delivery schedules
- Coordinating film, photography and post-production requirements
- Managing delivery across pre-production, live filming, post-production and final campaign assets
- Ensuring content could be reviewed, approved and released at the speed required by live events
The Production Challenge
The production had to capture two momentous boxing events in different countries while also documenting a global gaming activation featuring KSI and IShowSpeed. The greatest challenge was speed. We needed teams capable of operating across a rolling 24-hour production and post-production cycle. Multiple films had to be shot, transferred, edited, approved and delivered during the events or immediately afterwards. In a live environment, audiences were already uploading footage from their phones. Our content needed to reach platforms quickly enough to lead the conversation while still maintaining the creative and technical quality expected from an international campaign.
The Production System
Working with the post-production teams at Unorthodox and lead editors Sam Maton and Ben Garnett, we developed a streamlined workflow across London and New York. The system connected production, media management, editing, client review and delivery in a continuous process. Teams in both countries could move material rapidly from the event floor into post-production, allowing high-quality films to be completed and approved while interest in each moment was at its peak. This was not simply about editing quickly. It required advance planning around formats, priorities, approvals and delivery so that creative quality did not become a casualty of speed.
The Result
The campaign delivered a large body of film and photography across multiple platforms, durations and aspect ratios for global distribution. The wider event and content campaign became the world's number-one trending sports event, generating a reported 41 million engagements and 116 billion global impressions. By combining international production with a carefully planned rapid-turnaround workflow, the team delivered high-quality content at the speed of a live cultural event. The films helped The Ring and Fatal Fury participate in the conversation as it happened rather than reporting on it after the moment had passed.
#1
Global trending sports event
41 million
Engagements
116 billion
Global impressions
Reported results across the wider event and content campaign.
Creating content at the speed of culture
I lead international creative and production teams that can capture, create and deliver premium content while the story is still unfolding.
Discuss a live or international project ↗
