Spaten Fight Night
Spaten launched a fight platform, which means it needed everything a fight night arrives with: the mark, the posters, the fighter cards, the clock and scoreboard, the arena screens, the ring itself.
Play case film — sound on2:09- Client
- Spaten / Ambev
- Agency
- GUT São Paulo
- Role
- Motion Design
- Year
- 2025
The brief
In 2024 boxing was losing its stage to influencer fights. Spaten, a beer brewed since 1397, took a stand and created its own fight, one that honours the golden era of the sport.
The idea
The whole language pulled out of the Spaten pennant, with retro illustration and a set of icons behind it. One mark that has to survive a poster, an arena screen, a broadcast lower third, a pair of gloves and a trophy room without being redrawn once.
The result
It ran live from São Paulo on 15 June 2024, Anderson Silva's last fight in Brazil, and gave TV Globo its biggest boxing audience since 2004. The platform came back for a second edition in 2025.
Credits
Creative Direction — Lucas Adam
Motion Design — Edu Menezes
