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Category
TV, VOD, & Online / Over 90 Seconds - Single
Annual ID
OS25_FI072M
Background
Riyadh Season is much more than just a festival; it’s Saudi Arabia’s global entertainment platform, positioning the Kingdom as a major player in sports, culture, and live experiences. As Saudi rapidly expands its influence in global sports, with significant investments in Formula1, football, and beyond, boxing has emerged as a key frontier, with Riyadh Season at the forefront of this shift.
The campaign was strategically designed to engage US boxing fans, a passionate and tradition-driven audience known for their loyalty and skepticism. Hosting the significant fight between Crawford and Madrimov for the first time in the US added weight to Riyadh Season's cultural influence, elevating the Kingdom's position as a new major player in the boxing scene. This was not just about sponsorship; Riyadh Season needed to go beyond being a mere backer of the sport and become an integral part of its culture. The challenge was clear—how could they win over such a loyal fanbase and deeply engrain Riyadh Season within the fabric of the sport?
The solution was to craft a compelling, emotionally-charged narrative that engaged fans on a deeper level, moving beyond typical fight promotions. The cinematic film didn’t just showcase a match, it told a story of resilience, ambition, and legacy—creating an emotional connection that would resonate with fans and turn the fight into a cultural event. In doing so, Riyadh Season established itself as a key force in the future of global boxing, integrating itself into the sport’s tradition while offering a fresh, engaging approach.
The campaign was strategically designed to engage US boxing fans, a passionate and tradition-driven audience known for their loyalty and skepticism. Hosting the significant fight between Crawford and Madrimov for the first time in the US added weight to Riyadh Season's cultural influence, elevating the Kingdom's position as a new major player in the boxing scene. This was not just about sponsorship; Riyadh Season needed to go beyond being a mere backer of the sport and become an integral part of its culture. The challenge was clear—how could they win over such a loyal fanbase and deeply engrain Riyadh Season within the fabric of the sport?
The solution was to craft a compelling, emotionally-charged narrative that engaged fans on a deeper level, moving beyond typical fight promotions. The cinematic film didn’t just showcase a match, it told a story of resilience, ambition, and legacy—creating an emotional connection that would resonate with fans and turn the fight into a cultural event. In doing so, Riyadh Season established itself as a key force in the future of global boxing, integrating itself into the sport’s tradition while offering a fresh, engaging approach.
Creative Idea
Both Crawford and Madrimov had a lot riding on this fight. In addition to both fighters being undefeated, for Crawford who boasts a 40-0 record, a champion in three weight classes, now chasing a title in a fourth different weight class this would see him as a living legend in the world of boxing. For Madrimov, the WBA junior middleweight champion, taking on Crawford would be his ultimate trial by fire to see if he has what it takes to be a great fighter himself.
With both fighters putting absolutely everything on the line, they were going to leave nothing behind. In short, this fight was going to be ‘Everything or Nothing’.
With both fighters putting absolutely everything on the line, they were going to leave nothing behind. In short, this fight was going to be ‘Everything or Nothing’.
Insights & Strategy
The strategy behind *Everything or Nothing* was to create a deeply cinematic and emotionally charged narrative that went beyond traditional fight promos. Instead of simply showcasing the upcoming bout between Terence Crawford and Israil Madrimov, the film aimed to immerse audiences in the fighters’ personal journeys—highlighting their struggles, sacrifices, and relentless pursuit of greatness.
By telling two distinct yet parallel stories, the film built an emotional connection with fans, making the fight feel like the culmination of years of hardship and determination. Visually, it embraced a raw, gritty aesthetic to mirror the tough roads both fighters had traveled, using powerful imagery, dramatic lighting, and intense sound design to evoke a sense of urgency and high stakes.
The ultimate goal was to elevate anticipation for the fight by making it more than just a sporting event—it became a battle of resilience, heart, and legacy, ensuring that fans saw it not just as another match, but as a defining moment in both fighters’ careers.
By telling two distinct yet parallel stories, the film built an emotional connection with fans, making the fight feel like the culmination of years of hardship and determination. Visually, it embraced a raw, gritty aesthetic to mirror the tough roads both fighters had traveled, using powerful imagery, dramatic lighting, and intense sound design to evoke a sense of urgency and high stakes.
The ultimate goal was to elevate anticipation for the fight by making it more than just a sporting event—it became a battle of resilience, heart, and legacy, ensuring that fans saw it not just as another match, but as a defining moment in both fighters’ careers.
Execution
In ‘Everything or Nothing’ we wanted to take audiences through two distinct stories because both fighters have very unique stories to tell. They’ve had a tough and gritty journey and endured a lot of trials and tribulations to get to where they are today.
To begin with, the casting played such a crucial role in portraying this journey. Not only did the kids have to look like the world champion boxers with unique faces, but we also had to find kids who looked like each other as they transitioned through the years. Additionally, they had to be able to box and act.
The film technique of using corners to transition from scene to scene was derived from the real lives of the boxers from always being backed into a corner and having to fight their way out of it.
To get up real close to the devastating punches and jabs, we innovated by placing a Sony FX3 camera inside a punching pad giving us dynamic and graphic shots. And to take audiences through the different time periods of their lives and give them a raw and real glimpse of the hardships the fighters went through, the lighting, locations and sets were meticulously and accurately crafted to reflect the same.
To begin with, the casting played such a crucial role in portraying this journey. Not only did the kids have to look like the world champion boxers with unique faces, but we also had to find kids who looked like each other as they transitioned through the years. Additionally, they had to be able to box and act.
The film technique of using corners to transition from scene to scene was derived from the real lives of the boxers from always being backed into a corner and having to fight their way out of it.
To get up real close to the devastating punches and jabs, we innovated by placing a Sony FX3 camera inside a punching pad giving us dynamic and graphic shots. And to take audiences through the different time periods of their lives and give them a raw and real glimpse of the hardships the fighters went through, the lighting, locations and sets were meticulously and accurately crafted to reflect the same.
Results
The promotional film captured massive global attention. The film amassed 1.2 Billion impressions, 85 M Views, and 4.7 Million engagements across platforms. Its cinematic storytelling and raw intensity resonated deeply with boxing fans, elevating anticipation for the showdown and solidifying Riyadh Season’s reputation for game-changing fight promotions.
2025 Awards
Total Points: 3
Merit
Credits
Agency
BigTime Creative Shop / Riyadh
Production Company
Riff Raff Films
Music / Sound Production Company
750mph / London
The Hogan / London
Post Production Company
Stitch
The Mill / London
Associate Creative Director
Hazem Kamal
Chief Creative Officer
Rayyan Aoun
Creative Director
Ahmad Shanaa
Director
Rich Hall
Director of Photography
Dustin Lane
Editor
Ben Corfield
Producer
Kate Brady
Executive Producer
Matthew Clyde
Natalie Arnett
Louise Unwin
Senior Copywriter
Mohamed Basalama
1st AD
Bettina Godi
Christian Torres
CEO
Mohammed Sehly
Colourist
Phil Hambi
Head of Creative & Innovation Operations
Ehab Armanious
Local Production Designer
Juan Carlos Del Torno
Post Producer
Alice Clarkei
Phil Brewster
Production Designer
Jc Molina
Senior Editor
Mohamed Qarawi
Service Executive Producer
Axel Brinck
Leopoldo Luisetti
SERVICE HEAD OF PRODUCTION
Mara Paulon
Service Producer
Gaston Rothschild
Service Production Company
La Casa Films
Sn. Agency Producer
Inas Nagy
Sn. Business Director
Ziad Chehab
VFX Lead
Dan Lorenzini
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