People often describe great sporting events as ‘cinema’. So to promote Terrence Crawford versus Israil Madrimov, we created just that.

Everything or Nothing spoke to the heart and humanity behind the brutal beauty of boxing. The antithesis of a typical sports promo, the fighters were laid bare for the world to see. Their childhoods uncovered, their emotions exposed, their sacrifices outlined.

The story hit just as hard as the champions in it, leaving boxing fans and beyond no choice but to feel invested in the fight. With over a billion impressions, millions of views, and endless adoration online.

This was the sweet science like it had never been seen before. Giving fans a new perspective on the sport — just when they thought they’d seen it all.