Ahead of Anthony Joshua's hotly anticipated 2017 World Heavyweight unification blockbuster with Wladimir Klitschko, we created an epic, emotive 90’ biopic of the boxer's life. The cinematic spot plots Joshua's remarkable journey from Watford to Wembley, warts and all: from humble beginnings to the pinnacle of his sport; child sporting prodigy to petty criminal, bricklayer to Olympic champion – and beyond. It saw an intensive TV buy in the build up to the ‘fight of the year’, including high-profile spots around the weigh-in and press conference, as well as becoming the final ad to air directly before the sell-out bout at Wembley Stadium - which Joshua went on to win in epic fashion. As well as starring Joshua itself – whom we spent several days interviewing to accurately portray his story – the film features his mother, Yeta (with whom he still lives) and others close to him such as his cousin Benga Ilyemi, who first introduced him to boxing. It’s the latest in our ‘Made to Move’ series for the brand, and highlights an attitude that has made Joshua the fighter – and man – he is today: nobody moves forward by standing still.
- Cannes Lions 2017 - Silver & Bronze - Film Craft