Metrobox London asked us to create an advert that would appeal to young people beyond the typical physical appeal of boxing — focusing instead on the mentality, discipline, and inner strength that make the sport so special. Our film aimed to capture the mindset of a boxer — resilience, focus, and self-belief — showcasing boxing as a powerful tool for personal growth and empowerment. By shifting the narrative from purely physicality to mental toughness, the advert was designed to inspire a new generation of young people to step into the ring and discover their potential.