IN THE DARK

2023 // COMMERCIAL // HEALTH AND WELLNESS INDUSTRY

Lights Out Boxing reached out to AERI with the task of producing a rebranding hype video for their transformative rebrand, titled "Do It In the Dark." The central theme revolved around the idea that boxing transcends age barriers, representing a journey of personal growth. AERI crafted a script encapsulating this concept, opting to let visuals take the spotlight instead of relying on narrations. The key notion was that anyone, regardless of background, could take a seat in the ring—making everyone a potential boxer. The entire production was condensed into a single-day endeavor, with AERI diligently casting boxers from various skill levels to maintain authenticity aligned with the brand.