LET'S TALK ABOUT YOUR TIME IN JAIL 

In the 2012 EA Fight Night title, the main character ends up in jail and starts his boxing career there. We partnered with Vice Media to capture films of real legendary boxers that had spent time in the penitentiary system. Never before had these legends talked in detail about this tough moment of their lives. This series of films brought massive awareness to the game launch.  

Role: Creative Director

Agency: Heat

MIKE TYSON