UNIT9 x GEA | Battle of the Baddest
As Executive Producer at UNIT9, I led the production of the Battle of the Baddest pop-up in Potters Fields, London. This experiential activation amplified global awareness and fan engagement for the historic boxing showdown between Tyson Fury and Francis Ngannou by bringing larger than life physical art into a key urban public space
The brief was to create an installation that captured the scale and intensity of one of the most talked about crossover fights of 2023 while creating shareable, experiential moments for audiences. My role spanned coordinating the creative, production and on-site execution of two towering sculptural replicas of Fury and Ngannou, crafted from high fidelity 3D scans and produced at 150 percent of real life. These figures were finished in a stone effect with gold detailing and placed alongside bespoke thrones and a symbolic stage to create a compelling photograph moment against the backdrop of Tower Bridge in Potters Fields.
To extend the physical into the digital and encourage deeper engagement, we integrated QR linked experiences into the activation that directed visitors to additional content including AR interactions and event information. The installation drew tens of thousands of passersby during its run and generated significant social sharing and media attention in the lead up to the fight, helping amplify public intrigue well beyond the immediate audience.
