Annapurna Studios | Creed II

In 2018, Annapurna Studios challenged us to take over ComplexCon to celebrate the blockbuster boxing sequel, Creed II. Rather than push the movie directly, we asked ourselves, “if Creed vs Drago was a real primetime fight, what would that include and how would we promote it?”

We brought it to life by building a replica of Philly’s iconic Front Street Gym, complete with a full size boxing ring, vintage boxing posters, fight matchup posters and t-shirts, and a “pre-fight” press conference (featuring the movie’s stars Michael B. Jordan and Florian Munteanu, as well as director Steven Caple Jr) that would end up being one of the biggest moments for the entire weekend. When the bell rang, we had helped Creed II earn 11M impressions and 7% of the weekend’s conversation.