Fight Night
Showcase
Overview
Fight Night plunges viewers into the vibrant world of 1970s Atlanta, where Muhammad Ali’s legendary comeback sets the stage for one of history's most daring heists. With an all-star cast featuring Kevin Hart, Samuel L. Jackson, Taraji P. Henson, Terrence Howard, Don Cheadle, Chloe Bailey, and Lori Harvey, the series delves into themes of ambition, risk, and the relentless pursuit of glory.
To ignite excitement and awareness among fans of Black-led character dramas, we crafted a bold 360 campaign. We leveraged every available channel with innovative, out-of-the-box tactics that spotlighted the dynamic ensemble cast and their unforgettable characters. Our campaign centered on positioning Atlanta as the birthplace of Black cultural excellence while amplifying the high-octane action of the heist.
This approach led to the creation of multiple AV spots, a captivating trailer, cutdowns, motion character posters, out-of-home influencer-led murals, and an immersive landing page experience—all meticulously designed to position Fight Night as a culture-defining series and a can’t-miss entertainment event.
Creative Touchpoints
Strategy ● Custom Shoot AV ● Character Posters ● Influencer Campaign ● Social ● OOH ● Digital ● Experiential Stunts
Results
The marketing campaign around Fight Night: The Million Dollar Heist created hype around the series, which earned overwhelming critical praise and strong audience reception. The Peacock limited series received a 96% critical approval rating on Rotten Tomatoes, where critics lauded it for broadening Kevin Hart's dramatic range and delivering punchy, stylish entertainment.
AV
Tease: To build excitement ahead of the press announcement, we crafted an AV spot titled the "Party Tease" using footage from a bespoke shoot with the Fight Night talent. The spot featured a vibrant blend of retro-style visuals and modern elements, all set to an original music track that brings the 1970s party vibe to life. Set in Chicken Man’s basement, the scene artfully introduces the diverse characters culminating in the pivotal heist moment, setting the stage for what's to come.
Trailer: We initially created an Upfront spot that resonated so strongly that Peacock decided to elevate it to the hero trailer. To introduce an all-star cast with Kevin Hart as the lead, we crafted a dynamic cut set to a reimagined version of James Brown's "Boss," infusing it with attitude and energy. Inspired by the show's essence, we incorporated split-screen panels, achieving a perfect balance of modern style with the retro-cool vibe of 1970s Atlanta.
Chicken Man Spot: We crafted a secondary AV spot to highlight Kevin Hart’s versatility, capturing the essence of his character, Chicken Man. This spot showcased both his comedic brilliance and his powerful foray into serious acting, reflecting the depth of his performance and the intense drama of the series.
Black Mecca Spot: Recognizing Atlanta as a pivotal character in the story, we created a spot that celebrated the city's rich history of Black excellence and its role in real-life events surrounding Fight Night. By featuring our A-list African American cast and emphasizing Atlanta as the birthplace of Black excellence, we tied the narrative to the city's cultural significance.
Character Posters
To build anticipation for the release on Peacock, we crafted seven dynamic character motion posters for Chicken Man, Vivian Thomas, Frank Moten, JD Hudson, Cadillac Richie, Lena, and Lola. These captivating visuals were created using exclusive footage from a special shoot and were showcased across social media platforms and as OOH at LA Live. Our goal was to reflect the show's premium quality while seamlessly integrating graphic elements inspired by the Fight Night series, creating a cohesive and polished visual experience, teasing the characters in the upcoming series.
Static Character Posters
Our Static characer posters acted as a proper tease for the characters, leaning into the look, feel, and vibe of 1970s Atlanta.
After Party Landing Page
We crafted an interactive Peacocktv.com landing page experience that invited users to dive into the thrilling world of Fight Night, encouraging them to sign up and watch the series on Peacock. As users entered, they were transported into Chicken Man’s basement, the setting for the experience, where they could explore the excitement of “Black Vegas” through interactive elements. This experience allowed users to discover more about the series and its characters at their own pace. They could interact with various characters, engage with environmental features, play Blackjack, and view clips and related content from the series. As the experience drew to a close, users were suddenly thrust into the heart of a high-stakes heist, encountering the chaotic initial moments of the action, being directed to stream Fight Night on Peacock to find out who’s behind the one of the most dangerous heists in American history.
Murals
We collaborated with Atlanta-based artists Erica Chisolm and Ingrid Mathurin to create murals that paid tribute to our series and emphasized the significance of Atlanta as a key location. We even designed the CTA box to allow passersby to easily scan a code and discover partnerships with local Black-owned ATL businesses, offering 1970s prices at historic and popular venues.
To create the murals, the artists were directed to draw inspiration from the Fight Night world, incorporating distinctive design patterns, story-rich Atlanta locations, and wardrobe choices to reflect that era. Additionally, they explored a retro color palette, paired with a bold copy line that captured the series' attitude, all enhanced by unique typography and Atlanta-inspired imagery.
Social
Our social AV assets punctuated the campaign, highlighting some of the fan-favorite elements of the series and making of.