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Case Study

Fight Night | Peacock

To ignite excitement and awareness among fans of Black-led character dramas, we crafted a bold 360 campaign that centered on positioning Atlanta as the birthplace of Black cultural excellence while amplifying the high-octane action of the heist. This approach led to the creation of multiple assets, all meticulously designed to position Fight Night as a culture-defining series and a can’t-miss entertainment event.

Strategy

With Fight Night, Peacock had something special on their hands–a series that had the prestige of an Oscar-winning film, the plot of a summer blockbuster, and a powerhouse cast of A-listers. Its tone, structure and dialogue was like Quentin Tarantino meets Martin Scorsese, and our strategy was to sell it as such: the next big swing in the iconic “Pulp History” genre. 


We crafted a campaign that sold this series as a universal story. We know that Black audiences wanted their stories to be treated as culturally significant and not a niche interest, and we made sure that from ideation to execution, we delivered. Having authentic representation behind our strategic development was crucial to the success of our marketing and ensured that every phase of the campaign was executed with the purpose and punch Fight Night deserved.

“Party” Tease

To build excitement ahead of the press announcement, we crafted an AV spot titled the “Party Tease” using footage from a bespoke shoot with the Fight Night talent. The spot featured a vibrant blend of retro-style visuals and modern elements, all set to an original music track that brings the 1970s party vibe to life. Set in Chicken Man’s basement, the scene artfully introduces the diverse characters culminating in the pivotal heist moment. 

By gathering all the key characters in one dynamic scene, we effectively set the stage for the upcoming story, teasing what’s to come. 

Trailer

To introduce an all-star cast with Kevin Hart as the lead, we crafted a dynamic cut set to a reimagined version of James Brown’s “Boss,” infusing it with attitude and energy. Inspired by the show’s essence, we incorporated split-screen panels, achieving a perfect balance of modern style with the retro-cool vibe of 1970s Atlanta.

Chicken Man Spot (Left):
To highlight Kevin Hart’s versatility, and capture the essence of his character, we crafted a secondary AV spot. This spot showcased both his comedic brilliance and his powerful foray into serious acting, reflecting the depth of his performance and the intense drama of the series. (View Spot)

Black Mecca Spot (Below):
Recognizing Atlanta as a pivotal character in the story, we created another spot that celebrated the city’s rich history of Black excellence and its role in real-life events surrounding Fight Night. By featuring our A-list African American cast and emphasizing Atlanta as the birthplace of Black excellence, we tied the narrative to the city’s cultural significance. (View Spot)

Motion Character Posters

To build anticipation for the release on Peacock, we crafted seven dynamic character motion posters featuring key characters. These captivating visuals were created using exclusive footage from a special shoot and were showcased across social media platforms and OOH. (View all)

Murals

We collaborated with Atlanta-based artists Erica Chisolm and Ingrid Mathurin to create murals that paid tribute to our series and emphasized the significance of Atlanta as a key location. To create the murals, the artists were directed to draw inspiration from the Fight Night world, incorporating distinctive design patterns, story-rich Atlanta locations, and wardrobe choices to reflect that era. Additionally, they explored a retro color palette, paired with a bold copy line that captured the series’ attitude, all enhanced by unique typography and Atlanta-inspired imagery. We even designed the CTA box to allow passersby to easily scan a code and discover partnerships with local Black-owned ATL businesses, offering 1970s prices at historic and popular venues.

Landing Page Experience

We crafted an interactive Peacocktv.com landing page experience that invited users to dive into the thrilling world of Fight Night, encouraging them to sign up and watch the series on Peacock. As users entered, they were transported into Chicken Man’s basement, the setting for the experience, where they could explore the excitement of “Black Vegas” through interactive elements. This experience allowed users to discover more about the series and its characters at their own pace. They could interact with various characters, engage with environmental features, play Blackjack, and view clips and related content from the series. As the experience drew to a close, users were suddenly thrust into the heart of a high-stakes heist, encountering the chaotic initial moments of the action, being directed to stream Fight Night on Peacock to find out who’s behind the one of the most dangerous heists in American history.