The Battle of the Baddest saw Tyson Fury and Francis Ngannou headline the opening of Riyadh Season 2023 in one of the year's most anticipated sporting showdowns.

Working in collaboration with UNIT9, we helped take the fight beyond the ring, creating a global digital presence designed to build awareness, excitement and engagement around the event. The campaign brought the fighters to life through spectacular 3D digital content across London, New York and Tokyo, culminating in a landmark execution on the MSG Sphere in Las Vegas.