Shameless was commissioned by BoxNation, owned by legendary boxing promoter Frank Warren, to create the promo for the WBO Middleweight Championship title fight between Andy Lee and Billy Joe Saunders. The aim of the promo was to raise awareness of the fight as well as advertise ticket sales to the event.
The promo was directed by Ed Scott and produced by Patrick Stimpson. It was shot 4K at 50 FPS using the Sony PXW-FS7 and then composited within After Effects. A 3D environment, with custom FX and animation, was completed in Cinema 4D.
Sports music specialists Sitting Duck Music created a custom soundtrack, and the legendary US voiceover John B. Wells provided the Voice of God finish to the piece. The promo is now on-air on BoxNation, BT Sport and Setanta Sports.