I co-produced the campaign for Anthony Joshua's highly anticipated fight with Dillian Whyte. However, the campaign faced an unexpected setback when Dillian Whyte tested positive for a banned substance just over a week before the fight. With quick thinking, Anthony Joshua pivoted and secured a replacement opponent, Helenius, on the Monday of fight week. Consequently, all campaign assets had to be swiftly adjusted to reflect the new matchup.

Despite the last-minute change, the campaign featured a variety of assets, including multiple edits, social-specific versions, numerous print ads, DOOH/OOH adverts, radio spots, and web-based banners. Fortunately, the buses had not been wrapped yet, allowing for seamless adjustments to the promotional materials. This adaptability and quick response ensured that the campaign remained effective in generating excitement and engagement for the fight despite the unexpected circumstances.