The two baddest men on the planet, Tyson Fury and Francis Ngannou, kicked off Riyadh Season 2023 by squaring off against each other in the ultimate boxing match – the Battle of the Baddest. To help drive global awareness, physical attendance and online streaming of the match, we were tasked with creating a number of tent-pole activations to celebrate the epic showdown – including a super-size experiential activation in central London.
‘To convey the scale of the experience and Fury and Ngannou’s magnificent presence in the fighting world, we went larger-than-life to create a visually epic installation set against an iconic London landmark.’
Tung Yi, Creative Director, UNIT9
