This was a university project where the stigma of 'Fighting like a Girl' was challenged and changed to become something more powerful than an insult. The campaign revolves around empowering women within the chosen sport of boxing. The campaign also extends to young girls therefore raising them in strong beliefs for themselves. Breaking out of this stereotype that women are the weaker sex.
This video was comprised of various boxing videos found on YouTube that fit with the theme of the overall campaign.
Shay Boxing:
Women's Motivational Boxing:
As apart of the campaign, I also added some merchandise that fit well with the overall branding.
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