The creative idea was to tell the story of how the simple action of movement can help anyone progress, even in the face of adversity.

The film plots Anthony Joshua’s move from humble beginnings to the pinnacle of his sport. Opening on a council estate, we see Joshua as a baby moving by kicking his legs in the air. From there, his desire to move doesn’t stop – until early promising exploits in running and football are brought to a sudden halt midway through the film as he’s stopped and slammed into a police van.  This is the crossroads in the film where we see Joshua turn his life around. The pace picks up anew, with metaphoric shots of Joshua Laying bricks– a job he took following his arrest – interspersed with jabs delivered in training for a new calling: boxing. The intensity increases until we cut to real footage of the knockout blow delivered in his 2015 fight with Dillian Whyte. The spot ends with the line ‘nobody ever moved forward standing still’.

We surpassed 17 million views in 12 days across TV, VoD and online. We achieved over 8 million organic views during the campaign period, which was four times the predicted paid views. We achieved significant traction in culture – as the first brand to unveil the true story behind AJ’s rise to greatness, the industry and media used the film as a talking point to discuss his checkered past. PR highlights included featuring on BBC 6PM news, in The Sun, The Daily Mail, The Telegraph, being shouted out during the pre-fight press conference by Eddie Hearn, and being spotted and Tweeted by boxing legend, Lennox Lewis.