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Riyadh Season goes big with promo video for historic boxing match in Saudi Arabia

The ‘Ring of Fire’ global campaign showcases the Undisputed World Heavyweight Champion of the 21st century fight

A new promotional video called ‘Ring of Fire’ has been produced to showcase a historic boxing match taking place in Saudi Arabia this month.

Boxers Tyson Fury and Oleksandr Usyk will fight it out to determine the inaugural Undisputed World Heavyweight Champion of the 21st century.

Taking place on Saturday 17th February, the boxing match at Kingdom Arena in Saudi Arabia is a main highlight of the Riyadh Season.

The victor will be recognised as boxing’s first Undisputed Heavyweight Champion since Lennox Lewis in 1999, but this time, four championship belts are on the line for the first time ever.

‘Ring of Fire’ global campaign

To heighten the anticipation for what’s been called the ‘Ring of Fire’, Riyadh Season has kicked off a global campaign with a cinematic promotional video showcasing both fighters, Fury and Usyk.

The video displays a metaphorical journey through time, symbolising the long-awaited clash, guided by the voice of Paul Anderson, widely known for his role as Arthur Shelby in hit period crime drama series Peaky Blinders.

The fighters transform into warriors depicting various historical battles before lightning strikes.

The creative film was directed by the visionary Spanish filmmaker Ernest Desumbila, who shot to international prominence thanks to the ‘There Will Be Haters’ viral Adidas commercial featuring some of world football’s biggest names

It was produced alongside Big Time Creative Shop, the agency founded by GEA as the creative arm of the organisation, and production company Sauvage Film.

The ‘Ring of Fire’ trailer follows videos for the recent ‘Battle of the Baddest’ and ‘Day of Reckoning’ fight nights at Riyadh Season, which secured a combined total of more than 300 million views online around the world.

Client: Riyadh Season

Chairman of GEA: H.E. Turki Alalshikh

Agency: BigTime Creative Shop

CEO: Mohammed Sehly

CCO: Rayyan Aoun

CIO: Anis Zantout

Agency Producer: Inas Nagy

Art Director: Gustavo Bilesimo

Head of Social Media: Nael Girgis

Production: Sauvage Films

Director: Ernest Desumbila

Managing Director: Eva Laffitte

Production Team: Montse Urniza, Rebecca Johnson, Laura Barge

Supervision Team: Nico Zarza, John Prieto, Albert Montero