JOE O'SHEA
CREATIVE
CANELO ALVAREZ
CANELO vs BIVOL
We know Canelo as a world champion, but it’s a culmination of a lifetime of sacrifice.
Inspired by the sound of repetitive work in the gym, this campaign explored the ways legacy is earned away from the bright lights, from the miles at sunrise to the pain of a gruelling training camp. The AV contrast moments of glory with a backstory that shows it isn’t as easy as it seems.
The 360 campaign was echoed by the entire business, achieved millions of views across social media, and played a key role in a highly successful launch to DAZN's Pay-Per-View offering.
The hero trailer which I edited has gone on to win numerous awards, such as:
Music and Sound Awards: Best Sound Design in a TV Trailer - WINNER
Creative Pool Sound design - SILVER
Cresta Award for sound design - BRONZE
Promax UK Awards: Best Sound Design - BRONZE
I also created narrative driven stripped-back stings, showing how the moments we see in the ring have been perfected outside of it.
On TikTok I made 6 mini films which saw opponents trash talk Canelo, before getting put in their place by him. These totalled over a million views on the platform and drove further hype for the fight.
CANELO vs YILDIRIM
You don’t just watch Canelo, you witness him. This hero promo which I edited illustrates his relentless pursuit of greatness through an emotive VO’d script and dynamically cut footage.
This film won Promax Global Award: Best Sports Originated - BRONZE
