INTERNATIONALLY ACCLAIMED POS CAMPAIGN

AUTHENTIC Boxing Club

Challenge & Concept  /  Create a POS campaign that could double as an ad campaign  /  Authentic Boxing Club is located in the Kansas City, MO West Bottoms. It's a historic Kansas City area where the KC livestock yards used to be located. At the time it was an area of mostly empty, tall brick buildings. Authentic Boxing Club trained boxers free of charge, as long as the boxers were committed to putting in the work and giving it their all. I had to create something special for this. This was personal and emotional. It needed to show the determination, blood, sweat and tears that went into training to become hopefully a champion someday. Once we walked into the gym you immediately smelled the hard work the boxers were putting in. You heard it. The place just screamed tough. I had to make sure our campaign was an accurate portrayal to the public of just this. We decided to shoot the photos traditionally and develop them in black and white. I then took all the photos and "welp" folded, bent, scratched, and tore them. I took sand paper to them. I taped them. I mean I was destroying gorgeous photos by Kenny Johnson here, the finished piece better look nice. No pressure... I wanted to create a collage of a boxer's training life and their journey. To tie-in the headline information piece, it needed to feel cohesive. Answer: I stitched boxing shoe laces into the collaged photos. 

Software used: Hand-assembly, Adobe PS, Adobe AI
International Award Winner: Graphis Poster Annual, National Gold AAF

I then took all photos and "welp" folded, bent, scratched, and tore them. I took sand paper to them. I taped them. I mean I was destroying gorgeous photos, by Kenny Johnson here, the finished piece had better look nice. No pressure...

POS CAMPAIGN & POSTER SERIES