Hackney based creative production house, FMLY CRTV teamed up with director Tom Day for this TV Spot featuring British Heavyweight Joe Joyce and Britain's most famous lexicographer, Susie Dent.

Broadcast across BT Sports channels and socials over the beginning of summer the film takes Joe Joyce on a trip to Susie Dent’s Trash Talk academy.

Utilising FMLY’s in house production and post production teams, this tongue in cheek spot takes the stereotypical boxing pre-fight mind games and turns it on its head as Dent leads Joyce on an intense training course of high brow put downs.