Team: Tiffany Rose (copywriter), James Jones (videographer/all-round legend), this was a much smaller team but let me know if you want to know anyone else involved.
Brief: Katie Taylor is fighting Amanda Serrano in a(nother) history making fight. This time, it’s in Madison Square Garden. This is a big moment for our athlete, and for sport as a whole, so we want to celebrate it.
The idea: Greatness Never Settles. Katie Taylor is a trailblazer. She was a trailblazer 2 years ago, she was a trailblazer 10 years ago, but what makes her phenomenal is that she never stops. If something can be better, she will make it so. Why? Not for her fame or acclaim, but for the next generation. Katie has been smashing down doors that others have been walking through after her for years. With limited time and access, we created this video from our existing archive footage and some fresh footage of Ireland. I wrote a voiceover to be delivered by Katie’s mother to highlight just how incredible an athlete, and woman, Katie is.
Script:
You‘ve never settled. Not once.
Your battle is different.
Most boxers fight in the ring, but you fought to be allowed in.
Faced with the impossible, you overcame.
You didn’t do it for the glory, or the acclaim, but for the next generation.
Changing the game for those yet to start playing.
You’ve achieved greatness again and again, but still you never settled.
I’m proud of you Katie, not just of what you’ve done, but of who you are.
Your drive, your bravery, your dignity.
You step in the ring alone, but we’re in this together.
An undisputed champion, a national treasure, a phenomenal daughter.
You’ve never settled, because greatness never settles.
Now show them how great you are.
The video was shared across Katie and Gymshark social media, paid social in NAM and across streaming and inside the stadium in partnership with the official broadcaster of the fight DAZN.
We also had screens outside the stadium during the build up to the fight.
Tiffany Rose - Copywriter 