Universal Pictures asked us to develop a fully integrated advertising campaign, including key art and trailer origination for the feature-length documentary ‘I Am Ali’
As one of the most significant and celebrated sports figures of the 20th century, Muhammad Ali has been the subject of many documentaries, but ‘I Am Ali’ stands out for its unprecedented insight into the icon’s private life and family.
To reflect this in the creative, we steered away from boxing shots, opting instead for a striking headshot by photographer Chris Smith, which we placed against a simple, clean background.
We also worked with Universal and the film’s director to cut an evocative theatrical trailer, which was well-received by audiences.
Client: Universal Pictures International