Re-launching one of the world’s most beloved games alongside one of the biggest rivalries in boxing? What better way to ignite Fatal Fury: City of the Wolves and Chris Eubank Jr vs Conor Benn.

As the film opens, mega-influencers KSI and IShowSpeed stumble into an SNK server room, accidentally tripping a switch and sucking people into the City of the Wolves. Suddenly, Chris Eubank Jr. and Conor Benn weren’t just fighters, they were larger-than-life characters in an arcade showdown. In a wild merging of worlds, the game and the big event shone through, exciting fight fans across the globe.

But this campaign went far beyond the lens of a camera. We took over Times Square and Piccadilly Circus with actual gameplay happening live as our influencers, fighters and more played live on the street for all to see. And on the night of the fight, we actually scheduled a real match on the undercard just for Fatal Fury. Tottenham Hotspur Stadium was completely taken over by the game, opening it up to 60,000 thousand people in the arena and the millions watching at home.

A double-sided promo of two of 2025s biggest cultural moments, the world stopped in its tracks for a rivalry and a franchise reborn.