The One Show
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Rumble
Agency Droga5 / New York + Accenture Song / New York + Park Pictures / New York City + 750mph / London
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Category
Craft / Art Direction
Annual ID
OS24_DM119M
About the Work
This year’s Battle of The Baddest brought together two of the world’s biggest fighters from two different codes in one big event—World Heavyweight Champion Tyson Fury and UFC Champion Francis Ngannou—for the biggest crossover fight in history. So to get the world excited, we reimagined the tired old boxing promo and created a cinematic hype film as big and spectacular as the fight itself.
The result was “Rumble”, a 90-second film based on the old boxing saying of “living rent free in your opponent’s head”; something that happens in the lead up to any big fight. As we watch the two fighters train for the biggest fight of their careers, they don’t just sense their opponent training—they feel it—each sending psychological shockwaves back and forth between their two hometowns, and making the whole world rumble in the process. This was all set to a mandarin-language cover of the Nancy Sinatra classic Bang Bang, performed by Betty Chung.
Created with director (and former boxer) Seb Edwards, UK media outlets called the film “the greatest boxing promo in history” and it has since been viewed over 250 million times, with online press and consumer conversation accumulating a staggering 10.5 billion impressions, translating to an earned media value of $30.7 million.
The result was “Rumble”, a 90-second film based on the old boxing saying of “living rent free in your opponent’s head”; something that happens in the lead up to any big fight. As we watch the two fighters train for the biggest fight of their careers, they don’t just sense their opponent training—they feel it—each sending psychological shockwaves back and forth between their two hometowns, and making the whole world rumble in the process. This was all set to a mandarin-language cover of the Nancy Sinatra classic Bang Bang, performed by Betty Chung.
Created with director (and former boxer) Seb Edwards, UK media outlets called the film “the greatest boxing promo in history” and it has since been viewed over 250 million times, with online press and consumer conversation accumulating a staggering 10.5 billion impressions, translating to an earned media value of $30.7 million.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Droga5 / New York
Accenture Song / New York
Client / Brand
General Entertainment Authority / Saudi Media Company / Riyadh
Production Company
Park Pictures / New York City
Music / Sound Production Company
750mph / London
Post Production Company
Time Based Arts / London
Art Director
Gavin Fitch
George Walker
Chief Creative Officer
David Droga
Jason Kreher
Scott Bell
Creative Director
Alex Romans
Matt Sorrell
Nathaniel Lawlor
Director
Seb Edwards
Director of Photography
Adam Arkapaw
Editor
Tom Lindsay
Executive Producer
Jenn Mann
Dave Stephenson
Ruben Mercadal
Fran Thompson
Jackie Kelman Bisbee
Scott Howard
Tom Johnson
Global Chief Marketing Officer
Sean Lackey
Group Creative Director
Giancarlo Rodas
Tres Colacion
Music Supervisor
Mara Techam
Mike Ladman
Sound Designer
Sam Ashwell
Assistant Editor
Alexandra Jimenez
Joey Henshaw
2D Artist
Adam Fenwick
Andrius Jurkevicius
Bernie Varela
Eleonora Laddago
Leo Weston
Liam Doyle
Lucy Lawrence
Ludvig Hallenius
Mike Outlaw
Olivia O'Neil
Prince Yiadom
Ria Shroff
2D Lead
Stephen Grasso
3D Artist
Ashley West
Bethan Williams
Joe Ibbett
Jordan Carter
Jordan Coles
Maxime Ponsart
Teodora Retegan
3D Lead
Ben Cantor
Mike Battcock
Account Director
Anthony Gavranic
Nivie Roberts
Account Manager
Brendan Woeppel
Nichole Murdock
Account Supervisor
Maddy Bell
Melanie Fougeres
Associate Director & Senior Business Affairs Manager
Tom Vendittelli
Audio Producer
Olivia Ray
Chief Executive Officer, Engineer Holding Group
Mohamed Al-Khereiiji
Chief Executive Officer, Saudi Media Company
Khalid Alkhudair
Colourist
Simone Grattarola
Executive Group Account Director
Sharif El Rabiey
Group Project Manager
Alex Robinson
Head of Business Affairs
Dan Simonetti
Head of Marketing, Saudi Media Company
Mazin Alshanti
Head of Production
Anne Lai
Chelsea Schwiering
Line Producer
Jane Lloyd
Minister, Chairman of the General Entertainment Authority
His Excellency, Turki Alalshikh
Music writer
Sonny Bono
Performer
Betty Chung
Production Designer
Maria Djurkovic
Senior Project Manager
Gregory Boone jr.
Senior Talent Manager
Sunny Valencia
Sugar Free TV EP
Michelle O'Brien
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