65,000 Reasons to Fight
Project Overview
A Guinness World Record boxing event campaign delivered end-to-end, spanning brand identity, creative direction, live event execution, content production, community engagement, and national media coverage. The campaign raised over $30,000 for suicide prevention charity Talk2MeBro and helped spark a broader community conversation around mental health support.
Creative Direction · Branding · Event Execution · Content Strategy · Community Engagement
Brand Identity
A robust identity system engineered for scalability across digital, print, and live environments.
Social Media Content
Social-first content designed to build momentum before the event and extend its impact afterward — generating 226K views during the campaign period, with 64% of reach coming from non-followers and strong audience growth driven by event-led storytelling.
Merchandise & Apparel
Event merchandise designed for mass appeal, featuring two minimal streetwear-inspired designs for live rollout and a commemorative release capturing the record-breaking moment. Over 400 units sold, extending the campaign beyond the event itself.
Photography
Event photography capturing the energy, scale, and human moments throughout the duration of the night — from live bouts to crowd interactions and behind-the-scenes moments
Video & Editing
Short-form and highlight video edits designed for social distribution and post-event storytelling, capturing the intensity of the fights while reinforcing the emotional and community-driven narrative of the campaign.
Skills / Role Summary
Creative Direction · Branding · Social Media · Merchandise · Photography · Video
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