Finalist
Online Film
Sports
| Entrant: | BigTime Creative Shop, Riyadh |
| Brand: | General Entertainment Authority |
| Title: | "Everything or Nothing" |
| Corporate Name of Client: | GEA |
| Client Company: | General Entertainment Authority, Riyadh |
| Client President: | H.E. Turki Alalshikh |
| Chief Marketing Officer: | Ahmed Arafah |
| Agency: | BigTime Creative Shop, Riyadh |
| Agency President: | Mohammed Sehly |
| Chief Creative Officer: | Rayan Aoun |
| Agency Senior Producer: | Inas Nagy |
| Agency Digital Director: | Nael Girgis |
| Agency Senior Account Executive: | Ziad Chehab |
| Production Companies: | LeCube/Psyop |
| Director: | Santiago Oddis |
| Executive Producers: | Andrew Linsk/ernanda Soma |
| VFX Company: | Appétit |
| 3D Artist: | Fernando La Mattina |
| 2D Artists: | Yas Hanna/Ana Clara Artaza/Manu Calderone/Lisandro Schurjin/Jonathan Djob Nkondo |
| Animation Company: | Psyop |
| Animation Executive Producer: | Andrew Linsk |
| Animation Executive Producer - LeCube: | Fernanda Soma |
| Animation Director: | Federico Radero |
| Music Production Company: | London Alley |
| Music Producers: | Marcus Lomax/Demitri Lerios |
| Music Lyricists: | Marcus Lomax/Demitri Lerios |
| Music Performed By: | New Hope Club |
| Song Title: | I Can't Lose This Fight |
Description:
The objective of the film was to boost Pay-Per-View subscriptions and increase ticket sales of the event on foreign shores as this was the first fight card outside of Saudi Arabia.
In so doing, enhancing Saudi’s reputation for not just hosting world-class boxing events domestically, but the vision and ability to host them at different global destinations.
BACKGROUND The fight between Crawford and Madrimov was an important one for both fighters. While one was looking at extending his legacy, the other was looking to build a new one. But the air was going to be different for this Riyadh Season card.
As it wasn’t going to happen in the Kingdom Arena in Saudi Arabia. This tale of two fighters was going to happen in the City of Angels, Los Angeles.
IDEA Both Crawford and Madrimov had a lot riding on this fight. In addition to both fighters being undefeated, for Crawford who boasts a 40-0 record, a champion in three weight classes, now chasing a title in a fourth different weight class this would see him as a living legend in the world of boxing.
For Madrimov, the WBA junior middleweight champion, taking on Crawford would be his ultimate trial by fire to see if he has what it takes to be a great fighter himself.
With both fighters putting absolutely everything on the line, they were going to leave nothing behind. In short, this fight was going to be ‘Everything or Nothing’.
EXECUTION In ‘Everything or Nothing’ we wanted to take audiences through two distinct stories because both fighters have very unique stories to tell. They’ve had a tough and gritty journey and endured a lot of trials and tribulations to get to where they are today.
To begin with, the casting played such a crucial role in portraying this journey.
Not only did the kids have to look like the world champion boxers with unique faces, but we also had to find kids who looked like each other as they transitioned through the years.
Additionally, they had to be able to box and act.
The film technique of using corners to transition from scene to scene was derived from the real lives of the boxers from always being backed into a corner and having to fight their way out of it.
To get up real close to the devastating punches and jabs, we innovated by placing a Sony FX3 camera inside a punching pad giving us dynamic and graphic shots.
And to take audiences through the different time periods of their lives and give them a raw and real glimpse of the hardships the fighters went through, the lighting, locations and sets were meticulously and accurately crafted to reflect the same.