ADC Awards
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Category
Craft in Video / Animation - Single
Annual ID
ADC103_ADV052B
About the Work
Riyadh Season 2024 wanted to create a global integrated campaign to hook boxing fans across continents and generations. Boosting Pay Per View subscriptions and increasing ticket sales of the event, while establishing Saudi Arabia as a premier destination for hosting world-class boxing events. This event was a unique one, as it brought together two fighters from different disciplines, namely Boxing and MMA. And with both known for their Knockout records and chaos inside the ring, it was dubbed, ‘Knockout Chaos.’
To see Joshua the former unified Heavyweight Champion, take on Ngannou, a former MMA Heavyweight Champion, was every boxing fans’ dream matchup. This sort of stuff only happens in arcade combat games, like ‘Street fighter’ of the 90’s. This became our inspiration. A combat-style arcade game that seamlessly transitions between real world and 16-bit arcade world.
In the film we see Francis receiving word that Joshua is on for the fight. Immediately after, he gets shoulder barged by Joshua himself and they decide to bring the chaos right there on the streets. The rest of the film sees these two juggernauts unleashing power punches, sending each other flying from one global destination to another, while transitioning from real world to a 16-bit arcade-style combat game. We wanted to stay true to this genre of arcade games in every sense, so in addition to framing certain scenes reminiscent of those legendary games, we also had them brawl in different destinations just like the arcade games of old. In order to get the desired 16-bit arcade-style results, we collaborated with leading pixel artists from around the world, who drew in every single pixel of the fighters and the backdrops from NYC, to Japan, Mexico and Riyadh. Giving us a seamless mashup of Street fighter meets boxing Legends in Riyadh.
To see Joshua the former unified Heavyweight Champion, take on Ngannou, a former MMA Heavyweight Champion, was every boxing fans’ dream matchup. This sort of stuff only happens in arcade combat games, like ‘Street fighter’ of the 90’s. This became our inspiration. A combat-style arcade game that seamlessly transitions between real world and 16-bit arcade world.
In the film we see Francis receiving word that Joshua is on for the fight. Immediately after, he gets shoulder barged by Joshua himself and they decide to bring the chaos right there on the streets. The rest of the film sees these two juggernauts unleashing power punches, sending each other flying from one global destination to another, while transitioning from real world to a 16-bit arcade-style combat game. We wanted to stay true to this genre of arcade games in every sense, so in addition to framing certain scenes reminiscent of those legendary games, we also had them brawl in different destinations just like the arcade games of old. In order to get the desired 16-bit arcade-style results, we collaborated with leading pixel artists from around the world, who drew in every single pixel of the fighters and the backdrops from NYC, to Japan, Mexico and Riyadh. Giving us a seamless mashup of Street fighter meets boxing Legends in Riyadh.
2024 Awards
Total Points: 9
Bronze Cube
Credits
Agency
BigTime Creative Shop / Riyadh
Production Company
Academy Films / London
Post Production Company
The Mill / Paris
Art Director
Gustavo Bilesimo
Chief Creative Officer
Rayyan Aoun
Director
Romain Chassaing
Director of Photography
Nico Poulsson
Executive Producer
Simon Cooper
Fabien Leclerc
Music Supervisor
Joseph Petitpain
Julien Cornuel
Théo Darcel
Producer
Inas Nagy
Tom Cartwright
Social Media Director
Nael Girgis
CEO
Mohammed Sehly
CG Supervisor / Lighting Lead
Marouan El Bekri
Valentin Lesueur
Chairman of GEA
H.E. Turki Alalshikh
Compositing Lead
Vivien Ebran
Costume Designer
Claudia Martins
Grading
Arthur Paux
Motion Design Lead
Alexandre Tarquini
Olivier Jarry
Pixel Background Lead
Fabien Barrau
Production Designer
David Bersanetti
Senior Business Director
Ziad Chehab
SFX & Mix
Emmanuel Desmadryl
Jean-Jacques Hubert
VFX Producer
Stephanie Mollet
VFX supervisor
Alexis Baillia
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