ObsessionUsyk vs Fury. A rivalry that can only be categorised by one word: OBSESSION
Two of boxing’s all-time greats descended into surreal paranoia. Trash talk twisted into hallucinations. Viral quotes became echoing nightmares. And your enemy’s face was everywhere.
Grand Prix — Dubai Lynx
Gold — Dubai Lynx
Gold — New York Festival
2x Silver — Dubai Lynx
Silver — Clios
3x Silver — New York Festival
Fueled by internet culture, fed by insane effects, and built to break algorithms, Obsession turned the hype of 2024’s biggest fight into a full-blown horror trailer.
Fans around the world crowned it “the greatest promo of all time”, flooding social media with memes, shares, edits and reactions.
And come fight night, they climbed out from behind their couch and onto the edge of their seats — ready for an all-time classic Riyadh Season event.
“BigTime Creative Shop claims milestone Sports Emmy® win”
CAMPAIGN MIDDLE EAST
Chairman of GEA: H.E. Turki Alalshikh
Client: Riyadh Season
CEO: Mohammed Sehly
CCO: Rayyan Aoun
Senior Business Director: Ziad Chehab
Head of Innovation, Digital & Social Media: Nael Girgis
Agency Producer: Inas Nagy
Art Director: Gustavo Bilesimo
Director: Roman Chassaing
Executive Producer: Simon Cooper
Producer: Tom Cartwright
PM: Rosie Pike
DOP: Nico Poulsson
Production Designer : David Bersanetti
1st Ad: Robert Thorpe
Costume: Claudia Martins