Conor Benn has featured in a new campaign for Everlast to promote the upcoming fight between himself and Chris Eubank Jr.
Ahead of the fight on Saturday night, which is dubbed by The Guardian as ‘the most heavily hyped British fight of the year’, the ‘Create Your Legacy’ campaign intends to showcase the ways Benn deals with the mental toll of media onslaught.
The film, produced by production company Fresh Base, uses black and white 16mm footage of Benn’s training regime and sees the fighter talk about his ability to theatrically promote fights but also shut off from the noise to prepare for boxing events.
With Benn about to enter a training camp ahead of the historical fight, the filming of the ad had to be completed in one day with little disruption to the athlete’s training schedule.
“With the legacy fight about to be announced, we had a very small window to get this film made before we would lose access to Conor,” Fresh Base founder Gaurav Kumar said.
“We also needed to use his own training gym to fit around his schedule, which our Art Department led by Xander Mitchell did an incredible job at working around to create a beautiful set for us to film in. By putting together a trusted team who all bought into the creative, we worked hard and found solutions where needed and have created something which we’re all really proud of and excited to see it being released.”
The film will feature on DAZN and on the night of the fight, as well as being included throughout the London Underground and the O2 Arena.
Everlast head of marketing, Sam Harris, added: “Whilst we had a great script, we were conscious of limited time and resources to be able to make it happen. Fresh Base consistently found solutions to deliver a great campaign. One we’re all proud to launch ahead of this historic fight between Benn and Eubank Jr.”
