BigTime Creative Shop claims milestone Sports Emmy® win
BigTime Creative Shop has received a Sports Emmy® Award for Outstanding Promotional Announcement at the 45th Annual Sports Emmy® Awards presented by the National Academy of Television Arts & Sciences (NATAS) – a win BigTime says marks the first time a Middle East and Africa-based creative shop has taken home the honour.
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.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Dubai Eye
11 hours ago
- Dubai Eye
H.H. Sheikh Mohammed honours Shabab Al Ahli team
His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, has honoured members of the Shabab Al Ahli football team for clinching four titles this season at a special ceremony in Zabeel Palace. The Dubai-based team was celebrated for securing the UAE President's Cup, ADNOC Pro League title, UAE Super Cup and UAE-Qatar Super Cup. Sheikh Mohammed congratulated the players, technical and administrative staff, as well as board members for their determination and team spirit. Joining the team for a photo, Sheikh Mohammed expressed confidence in the ability of the team to proudly represent the UAE in upcoming tournaments. His Highness highlighted that the sports sector is essential to the UAE's development strategy and stressed that sports clubs should serve as platforms for developing champions, both in term skill and character. Mohammed bin Rashid, in the presence of Maktoum bin Mohammed and Ahmed bin Mohammed, receives Shabab Al Ahli Football Club following four-trophy season. — Dubai Media Office (@DXBMediaOffice) May 29, 2025
Emirates Woman
11 hours ago
- Emirates Woman
Maria Grazia Chiuri leaves Dior after 9 years
Just two days after a poignant cruise show in Rome—where models walked with covered faces—Dior announces the departure of its groundbreaking first female creative director. Who will take the reins? The fashion world was left stunned today as Dior announced the departure of Maria Grazia Chiuri, its first female creative director, after nearly a decade at the helm. The news comes just two days after her final show—the 2026 Cruise presentation in Rome—a deeply personal homecoming that now feels like a silent, symbolic farewell. Chiuri's last show for Dior was held in her hometown of Rome, marking the first time she brought the maison's runway to the Italian capital during her tenure. Yet, what seemed like a celebration now carries an air of mystery: models walked with their faces obscured by veils and draped fabrics, a hauntingly poetic choice that may have been an unintentional sign of her impending exit. Was this a subtle nod to her departure? A reflection on identity, legacy, or the transient nature of fashion? Only Chiuri knows—but the timing is undeniably poignant. Appointed in 2016, Chiuri made history as Dior's first female creative director, bringing a feminist lens to the storied French house. Her tenure was defined by elegant silhouettes, revived icons like the Saddle Bag, and slogan tees declaring 'We Should All Be Feminists.' Under her leadership, Dior became a beacon of modern femininity, blending tradition with progressive ideals. Before Dior, she spent 17 years at Valentino, shaping its romantic aesthetic alongside Pierpaolo Piccioli. Her exit now leaves another major fashion house in transition, following Piccioli's own departure from Valentino earlier this year. View this post on Instagram A post shared by Dior Official (@dior) What's Next for Dior? With Chiuri's exit and Kim Jones' departure from Dior Men's earlier this year, the maison faces a pivotal moment of reinvention. No successor has been named, sparking industry-wide speculation: Will Dior return to a bold, avant-garde vision like John Galliano's era? Or will it continue Chiuri's refined, feminist approach with a new voice? In her farewell statement, Chiuri expressed gratitude, saying: 'Together, we have written an impactful chapter of which I am immensely proud.' As the fashion world awaits Dior's next move, one thing is certain: Maria Grazia Chiuri's legacy is indelible—and her final, enigmatic show will be remembered as a moment of quiet, powerful closure. – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram Images: Supplied & Feature Image: Instagram
Campaign ME
11 hours ago
- Campaign ME
ASICS GEL-RESOLUTION powers the perfect padel match
What began as 'the summer of padel' has quickly evolved into a lifestyle movement embraced by many. Recognising this cultural shift, ASICS views padel as more than just a sport – it embodies the brand's core philosophy of movement, connection, and well-being. To celebrate the sport's vibrant, community-driven spirit, ASICS and Apparel Group partnered with Matcha Club to transform its courts into an activation space, where padel and performance came together as the perfect match. Tailored for the region, the campaign tapped into Dubai's rapidly growing padel scene and its fitness-savvy community. Set within a natural and refined environment, the court delivered an experience that felt both elevated and authentic. It also served as a launch platform for the GEL-RESOLUTION X PADEL shoes, reinforcing ASICS' commitment to performance, innovation, and supporting athletes with specialised footwear. The activation was brought to life through a collaborative effort between ASICS, Apparel Group's marketing teams, and creative agency Humanagement. View this post on Instagram A post shared by ASICS Middle East (@asicsme) Game, set, style The creative vision behind the campaign was inspired by ASICS' and Apparel Group core philosophy – 'Sound Mind, Sound Body'. Scarlet Ghannoum, Marketing Manager GCC ASICS & ACO at Apparel Group, said, 'We wanted to create an immersive experience that reflected the energy of the game and the lifestyle of the Padel community. The key brand message was to position ASICS as a leader in the padel space, offering both high-performance products and community-driven experiences.' The campaign aimed to achieve several strategic key goals, with a primary focus on promoting the GEL-RESOLUTION X PADEL shoes. 'By giving players the opportunity to experience the shoes in action, we highlighted their performance, comfort, and innovation. In addition to product promotion, the campaign also wanted to increase brand awareness by positioning ASICS as a leading brand in the growing padel community,' explained Ghannoum. She added, 'We aimed to build customer loyalty by creating an engaging, community-driven event at Matcha Club while also generating content for digital platforms, collecting product feedback, and strengthening relationships with local influencers and athletes.' Ghannoum adds that the primary target audience included both committed padel players and newcomers interested in the sport. The goal was to energise the existing community while making padel approachable for those looking to get involved. Serving up community To maximise local relevance and reach, ASICs invited professional Padel coaches and popular UAE-based influencers from the sports and lifestyle space and opened the space to community members to help amplify the campaign across social media. 'The activation truly resonated with the audience by offering a hands-on, engaging experience that blended sport, lifestyle, and community. Professional padel coaches led energetic sessions that brought the sport to life in a fun, approachable way for all levels,' says Ghannoum. 'The event aimed to reflect Dubai's appetite for high-energy, exclusive experiences and positioned ASICS as both performance-driven and culturally in tune with the region.' She adds, 'They played in ASICS PADEL shoes, experiencing the product's performance in action. Good energy, good food, and great music came together to create a vibrant atmosphere that perfectly complemented the audience's love for sport and wellness.' The presence of UAE-based influencers boosted reach, while the content-friendly setup encouraged organic social sharing across social platforms, helping extend the impact beyond the event. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) The perfect match with ASICS and Apparel Group The influencer selection was a strategic process designed to align with ASICS' Apparel Group's brand values, campaign goals, and target audience. The team focused on individuals who genuinely reflect the brand's commitment to performance, innovation and a healthy lifestyle. Priority was given to influencers active in the sports, fitness, and padel communities, with a particular emphasis on athletes, coaches, and enthusiasts who hold credibility within the padel scene, ensuring authentic engagement and meaningful impact. Influencers and attendees had the opportunity to trial a wide range of ASICS padel shoes and full head-to-toe looks. They were encouraged to create content around the GEL-RESOLUTION X PADEL shoes, showcasing the footwear in action. With live coverage across TikTok and Instagram during the event, and continued content shared afterward, the campaign generated strong traction across social platforms.
