Strategy

With Fight Night, Peacock had something special on their hands–a series that had the prestige of an Oscar-winning film, the plot of a summer blockbuster, and a powerhouse cast of A-listers. Its tone, structure and dialogue was like Quentin Tarantino meets Martin Scorsese, and our strategy was to sell it as such: the next big swing in the iconic “Pulp History” genre. 

We crafted a campaign that sold this series as a universal story. We know that Black audiences wanted their stories to be treated as culturally significant and not a niche interest, and we made sure that from ideation to execution, we delivered. Having authentic representation behind our strategic development was crucial to the success of our marketing and ensured that every phase of the campaign was executed with the purpose and punch Fight Night deserved.

Motion Character Posters

To build anticipation for the release on Peacock, we crafted seven dynamic character motion posters featuring key characters. These captivating visuals were created using exclusive footage from a special shoot and were showcased across social media platforms and OOH.

Murals

We collaborated with Atlanta-based artists Erica Chisolm and Ingrid Mathurin to create murals that paid tribute to our series and emphasized the significance of Atlanta as a key location. To create the murals, the artists were directed to draw inspiration from the Fight Night world, incorporating distinctive design patterns, story-rich Atlanta locations, and wardrobe choices to reflect that era. Additionally, they explored a retro color palette, paired with a bold copy line that captured the series’ attitude, all enhanced by unique typography and Atlanta-inspired imagery. We even designed the CTA box to allow passersby to easily scan a code and discover partnerships with local Black-owned ATL businesses, offering 1970s prices at historic and popular venues.

Landing Page Experience

We crafted an interactive Peacocktv.com landing page experience that invited users to dive into the thrilling world of Fight Night, encouraging them to sign up and watch the series on Peacock. As users entered, they were transported into Chicken Man’s basement, the setting for the experience, where they could explore the excitement of “Black Vegas” through interactive elements. This experience allowed users to discover more about the series and its characters at their own pace. They could interact with various characters, engage with environmental features, play Blackjack, and view clips and related content from the series. As the experience drew to a close, users were suddenly thrust into the heart of a high-stakes heist, encountering the chaotic initial moments of the action, being directed to stream Fight Night on Peacock to find out who’s behind the one of the most dangerous heists in American history.