This work epitomizes relevance for Industry Craft by showcasing exceptional artistry and skill in its execution. From the regal photographic artistry to the meticulous design of the fighters' costumes, every detail reflects a dedication to craft. The campaign not only brought a creative idea to life but did so with an artistic finesse that goes beyond the ordinary. In the "Battle of the Baddest," the executions themselves become an integral part of the creative narrative, making it highly relevant for Industry Craft.

Riyadh Season is the entertainment destination in Riyadh, the capital city of Saudi Arabia, that runs for 6 months out of the year (October - March), and has something for everyone. From restaurants, to concerts and plays, to sporting events, to shopping.

While Riyadh Season has been around for several years, it has historically been a popular destination for mostly locals and visitors from other Middle Eastern countries.

We were tasked by Saudi Media Company to develop a campaign that introduced Riyadh Season, an entertainment destination in the capital of Saudi Arabia, to the world by creating promotion around its marquee event; the “Battle of the Baddest” boxing matchup.

The fight was between two undisputed kings of combat—World Heavyweight Champion Tyson Fury and UFC Champion Francis Ngannou.

While Riyadh Season has been around for several years, it has historically been a popular destination for mostly locals and visitors from other Middle Eastern countries. This year, the General Entertainment Authority of Saudi Arabia had big ambitions to increase visitors of Riyadh Season from 7 million people in the 2022-2023 Season, to the 12 million visitors that are expected for the 2023 - 2024 Season.

The priority was to bring in visitors from the United States and Canada, Europe, and Asia, targeting sports fans and tourists.

Every campaign element was carefully crafted to elevate both fighters to royalty status. The typography and the writing adopt a style reminiscent of historical text on kings, adorned with references tailored for each fighter's supporters. Different versions of the posters were adapted to multiple markets at a global scale. For each market, we ensured to tailor the typography to many languages while maintaining the elegance and sophistication of the original version in English.