Netflix – Fury vs. Makhmudov

FORMAT.LDN worked with DMS and AKA on the Fury x Makhmudov campaign for Netflix, delivering a large-scale digital rollout across DOOH, venue screens and social-led promotional content. Agency-supplied static artwork established the foundation and overall design language of the campaign, which we then translated into motion across a wide range of screen-based assets.

Our role was to extend that visual system into a broad suite of digital executions designed for scale, pace and impact. Midway through production, the creative was revised, requiring the rollout to be refreshed and reworked ahead of final delivery. The challenge was to maintain consistency while evolving the energy of the assets across multiple formats and placements.

As part of the wider rollout, we created motion content for digital out-of-home, partner and platform deliveries, alongside a suite of ribbon content for Tottenham Hotspur Stadium designed to promote the event across the venue during other live fixtures and programmes.

In parallel, a separate promotional shoot featuring Conor Benn, another fighter on the card, took place inside Tottenham Hotspur Stadium. From this material, we developed additional screen content and ribbon assets that extended the campaign language into the stadium environment and supported the wider promotion of the fight night.

The result was a substantial multi-format campaign that carried a clear and adaptable visual identity across DOOH, stadium formats and promotional content, giving the event a strong screen-based presence at every touchpoint.