Project overview
In early 2025, I led the creative development of House of Knockouts, a multi-market positioning campaign designed to elevate DAZN’s fight offering (Boxing & MMA) from event-led promotion to always-on brand pillar.
As Creative Director, my role was to build a platform that not only drove new subscriber acquisition in France and Belgium, but also helped DAZN own the narrative around combat sports. With rights to some of the world’s fastest-growing fight organizations, we had the content, we now needed the identity to match.
This campaign was about more than advertising, it was about reframing fight content as a long-term business driver.
the challenge
Despite an expanding portfolio of live rights, DAZN’s presence in the fight category was fragmented:
Awareness lagged behind legacy PPV players
Promotions were too episodic, event hype with no carryover
No unified creative identity for Boxing and MMA
Two distinct markets with different languages, heroes, and tonal needs
We needed a campaign that could stretch across France and Belgium, speak to both purists and casual fans, and build emotional equity in the category.
Creative Strategy & Concept
We developed House of Knockouts as a bold, modular campaign platform, one that gave DAZN a consistent voice in the fight space while allowing for local adaptation.
At the heart of the idea was a simple positioning shift:
DAZN is not just where fights happen. It’s where combat lives.
This platform brought together live rights, archives, highlights, and docs under a single brand story. It created a space where fans could access the full fight universe, all in one place.
Localized creative routes:
Belgium (ENG/NL): “The Undisputed House of Knockouts”
France (FR): “Votre Destination Combat”
Hero creative direction: Explosive, emotional visual collage featuring market-relevant fighters
Process & Execution
I directed end-to-end creative execution across strategy, messaging, and design:
- Built messaging pillars around access, variety, and excitement
- Led collaboration with local marketing leads to tailor language and priorities
- Directed campaign creative: artwork, taglines, formats, and promotional sequencing
- Orchestrated rollout across homepage, social, CRM, YouTube, and broadcast channels
This was a foundational shift, replacing ad-hoc event pushes with a consistent, ownable fight identity for both internal and external teams.
Outcome & Impact
This campaign was a clear example of creative strategy driving business clarity. We weren’t just selling fights, we were defining a space in which fight fans could belong. By anchoring the work in an adaptable, emotionally resonant platform, we gave DAZN a new kind of storytelling engine, one that could grow with the product, localize to market, and scale across time.
- Though still early in-market, the campaign has already achieved key strategic wins:
- Established “House of Knockouts” as the default brand layer for fight content
- Enhanced message consistency across France and Belgium
- Gave internal teams a scalable, plug-and-play creative toolkit
- Set the foundation for more effective subscriber acquisition during key fight moments
More importantly, it repositioned DAZN’s combat content as a destination, not just a listing, building long-term value in a historically transactional category.
THE TEAM
Lead Producer: Leslie Chang
Designers: Daniel Westwood
Marketing Leads: Jeroen Vermeiren, Frank Rosini
VP Creative: Caroline Woods
Creative Director: Manuel Lopez G.
Designers: Daniel Westwood
Marketing Leads: Jeroen Vermeiren, Frank Rosini
VP Creative: Caroline Woods
Creative Director: Manuel Lopez G.
Thank you