Riyadh Season 2023 featured a number of boxing events. One of them was the Battle of the Baddest. A fight between WBC and Lineal heavyweight champion Tyson Fury and former MMA champion Francis Ngannou.

As part of an integrated campaign, a global promotion was initiated to encourage public participation and drive further awareness to the fight, aiming to boost Pay Per View subscriptions and contributing to the goal of positioning Saudi Arabia on the global map for hosting top-tier boxing events.

Given that the narrative revolves around a set of identical twins with contrasting personalities, our casting requirement extended beyond mere resemblance. We sought twins with a quirky, unique, and almost comical appearance. Overcoming this challenge, we identified the perfect candidate, opting for him to take on the dual roles of Wayne and Dwayne.

Furthermore, the director's effective coaching in depicting contrasting personalities and guidance in acting, combined with the makeup team's expertise, successfully established a clear distinction that conveyed the humor we were targeting.

12M Participants

And the campaign contributed to the overall success of the event, with more than:

1.5B Views

50M Engagement

3.7B Reach

100% Match Tickets Sold