From the Gym to the Ring

How do you drum up support for Anthony Joshua in the lead up to his upcoming fight? You let Londoners walk through the gruelling preparation with him.

Using an immersive soundscape and arresting visuals, we transformed an underground tunnel at Kings Cross station into a multi-sensory look into what UA ambassador Anthony Joshua experiences as he prepares for a fight. From the pulse-raising physical training, to his mental preparation, and finally the big moment – the roaring crowds, flashing lights and pumping music just before the event. Visitors felt like they’re walking in AJ’s shoes in the lead up to the big fight.