Anthony Joshua’s defeat to Andy Ruiz Jr. was one of the biggest upsets in modern sports history.

How did the undefeated golden boy lose to a 15-1 outsider? The press were quick to question his focus, criticise his attitude and point the finger at distractions in his Miami training camp.

The rematch would be no repeat.

Working closely with AJ’s team, we developed a creative brief to match the approach of his winter training camp: closed doors and back-to-basics.

We devised a no-nonsense concept that would cause zero disruption to his training. 15 hidden cameras in his Sheffield gym. 95 minutes of AJ doing what AJ does - putting in work. A simple message and pared back aesthetic.

He put on a masterclass to win the fight, and we had a humble response ready for the moment: ‘Champions are made when no one’s watching’.

Credits

Creative Director: Casey Rider

Creative Director: Guy Bingley

Sports Marketing Director: Alex Wilde

Directors: Crowns & Owls

DoP: Jordan Buck

Film Production: Object & Animal