Anthony Joshua - Shape Your Legend

Agency Network: 
August 2020


Anthony Joshua Pulls No Punches in EA Sports Dynamic UFC 4 Film. 20something and Kode collaborated with Anthony on his home turf to tell the unfiltered story of himself as a fighter. After appointing Kode Media as production and creative partner, EA Sports have released a powerful film to launch Anthony Joshua’s arrival into the new UFC 4 game. Kode and 20something collaborated to create a film which features AJ training in Finchley and District Amateur Boxing Club – where his inspiring career began. As we see AJ training, we hear his voice tell the real, unfiltered story of himself as a fighter. The public are used to seeing AJ as a giant inside of the ring and a gentleman outside of it. In this film, AJ delves deep into the more primal side of fighting for a living. “In the run up to the fight, it’s all business. But when you’re exchanging blows, that goes out the window. It’s personal” AJ tells us. He then recounts the extreme sacrifices he makes simply to prepare his mind and body for every fight. As we hear AJ deliver these powerful words we see striking, glitchy animations laid atop the footage, nodding to his Yoruba Heritage. Slowly and surely, we see AJ transform into his in-game self.

Film advertisement created by 20Something, United Kingdom for EA Games, within the category: Gaming.

Advertising Agency: 20something, UK
ECD: Will Thacker
Copywriter: Elliott Starr
2D & 3D Animation: Andy Dawson, Anthony Scott, Rinat Ashkenazi
Designer: Rory Stiff, Casey Highfield
Sound Design & Mix: Harvey Gunn
Composer: Harvey Gunn
Production Company: Kode Media
Director: Harry Cauty
Producer: Jack Goodwin
Edit: Harry Cauty
Colour: Kia Van Beers / nineteentwenty
Colour Producer: David Keegan / nineteentwenty
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