William Hill came to us with a need to redefine their heritage brand and connect with a more youthful audience through moving content. We needed to draw on someone ‘big',and there are few sports personalities that are bigger than two time heavyweight champion Anthony Joshua.

ANTHONY JOSHUA - DANCE

No stranger to featuring as the face of many brands, we wanted to avoid using AJ in ways that his other sponsors had already explored. Our live-action concept focused solely on him but with an unexpected twist.  World renowned choreographer Cathy Ematchhoua created the light-hearted dance routine that drives the TV commercial and lets  AJ's natural personality shine through.

Shot in black and white, we created a sense of iconic timelessness, with high production values and a classic look and feel. The glowing gloves serve as a gear-shifting moment as AJ weaves through a packed CGI crowd of 90,000 people.  We took charge of creative, VFX direction and post-production as the project was rolled out across social media.