Boxer Conor Benn Inspires You to ‘Create Your Legacy’ in Everlast Campaign Ahead of Historic Fight

Fresh Base Productions has released a new campaign for Everlast to support the upcoming fight between Conor Benn and Chris Eubank Jr.

Create Your Legacy is based on insight around Conor Benn’s career, with a script where he talks about his life in boxing and how some people believe he lives in the shadows of his father, Nigel Benn. The script jumps between two narratives, one which references the media and the other which refers to his mentality towards it.

Each narrative has a different aesthetic - using 16mm footage in black and white to portray the media, coupled with Alexa Mini footage to create a sharp and focussed picture representing Conor's unique driven mindset.

The campaign was taken by Fresh Base from pre-production through to final edit. With Conor about to go into training camp ahead of the fight, filming all had to be done in one day with minimal disruption to Conor’s training schedule.

Fresh Base founder, Gaurav Kumar said: “With the legacy fight about to be announced, we had a very small window to get this film made before we would lose access to Conor. We also needed to use his own training gym to fit around his schedule, which our Art Department led by Xander Mitchell did an incredible job at working around to create a beautiful set for us to film in. By putting together a trusted team who all bought into the creative, we worked hard and found solutions where needed and have created something which we’re all really proud of and excited to see it being released."

Everlast’s head of marketing, Sam Harris adds: “Whilst we had a great script, we were conscious of limited time and resources to be able to make it happen. Fresh Base consistently found solutions to deliver a great campaign. One we’re all proud to launch ahead of this historic fight between Benn and Eubank Jr.”

Supported by a bank of photography shot by Tom Cockram, the ad will be screened on DAZN on the night of the fight, as well as being used throughout the O2 Arena and the London Underground.

Create Your Legacy is released on Tuesday 4th October 2022.