BigTime Creative Shop claims milestone Sports Emmy® win
The award was for Obsession – Usyk 2 Fury Reignited, a stylised promotional film created for Riyadh Season's highly anticipated boxing rematch between Oleksandr Usyk and Tyson Fury. The film was conceptualised by BigTime, directed by French collective Megaforce, and produced by Riff Raff Films.
Set to Kylie Minogue's Can't Get You Out of My Head, the film offers a surreal and comedic depiction of mutual obsession between the two boxers. From Fury imagining Usyk replacing his entire family to Usyk spotting Fury's face on a sausage – a nod to the fighter's infamous taunts – the film built global buzz around one of the sport's most talked-about rivalries.
The campaign was part of Riyadh Season's broader strategy to cement Saudi Arabia as a global hub for major sports and entertainment events.
BigTime Creative Shop has worked across sport, culture and entertainment and was recognised as the most awarded independent agency in MENA at Dubai Lynx and The One Club, and named Middle East Agency of the Year at Adfest.
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