• A New Dawn - The hero artwork signifies a new chapter for AJ, with all future fights live exclusively on DAZN.

    The hero artwork signifies a new chapter for AJ, with all future fights live exclusively on DAZN.

  • I directed the Hero 60" trailer which was shot over 3 days at AJ's training camp in Texas. The spot shows Joshua training from dawn until dark, preparing himself for the big fight on April 1st.

  • A New Dawn
  • A New Dawn - Social statics use copy from the hero trailer to show AJ's relentless training routine, and his one man mission to get back to the top of the boxing world.

    Social statics use copy from the hero trailer to show AJ's relentless training routine, and his one man mission to get back to the top of the boxing world.

  • Social videos highlighted shorter bursts of AJ's training narrative.

  • A New Dawn
  • A New Dawn
  • A New Dawn

A New Dawn

The New Dawn of Anthony Joshua on DAZN.

To promote this pivotal point in AJ’s career, we launched a full 360 marketing campaign.

A film and photo shoot at AJ’s camp in Texas was commissioned to capture visuals for both key art and video. The campaign consisted of a trailer with multiple cut-downs, social statics, stings, platform assets, digital and print deliverables, radio and much more.

Agency: DAZN Creative
Creative Director + Director: Will McMullan
Head of Design: Stewart McMillan
Design Director: Daniel Westwood
Junior Designer: Ant Tyrrell
Senior Producers: Adam Vessey Sinéad Schaverien Harry Smith
DOP + Photographer: Joe Mitchinson