The two baddest men on the planet, Tyson Fury and Francis Ngannou, kicked off Riyadh Season 2023 by squaring off against each other in the ultimate boxing match – the Battle of the Baddest. To help drive global awareness, physical attendance and online streaming of the bout, we were tasked with creating a number of tent-pole activations to celebrate the epic showdown – including digital content for 3D displays in London, New York, Tokyo, and the MSG Sphere in Las Vegas.
New York & London
Tokyo
Las Vegas
The execution
With the DOOH content set to air in some of the busiest shopping and entertainment districts in the world, we knew we had to take things to another level. So to craft the most realistic 3D content possible, we created high-res digital avatars of Fury and Ngannou using 3D scans to immortalise their personas on the billboards in London, New York and Tokyo.
Capturing film-level VFX assets like this in a short amount of time was definitely a challenge, but it allowed us to integrate incredibly realistic digital characters that made the whole experience come alive for fans.
