Cyclone Promotions is the boxing promotions company run by sporting legend Barry McGuigan and his family.
In 2015, their star boxer was World Champion Carl ‘The Jackal’ Frampton, preparing for his first defence of the IBF Super Bantamweight title in Belfast—a fight broadcast live on ITV, marking the first free-to-air primetime boxing event in over a decade.
This was a major coup for Cyclone, and Creative Cherry was brought in to devise a campaign that would reach beyond hardcore boxing fans, engaging casual sports audiences and helping bring boxing back into the mainstream.
We proposed an episodic video series offering exclusive insight into the gruelling regimes boxers endure in preparation for a world title fight. Over six weeks leading up to the bout, we produced behind-the-scenes mini-documentaries titled ‘Fight Camp’, posting them weekly on Cyclone’s YouTube channel and social platforms. Complementary boxer biography films helped build a highly engaged audience.
During fight week, we were on the ground in Belfast, covering the public workout, press conference, and weigh-in, all shot and edited within an hour to fuel online conversation. On fight night, we delivered a second-screen experience to the ITV broadcast, filming and uploading post-fight interviews to social media and our live blog.
Credits
Producers - Al Hutchison + Jon Wilks
Director - Al Hutchison
DoP - Dom Holland
Post - Al Hutchison + Ash Sykes
Campaign Managment - Jon Wilks
Agency: Creative Cherry