A gritty, gold-drenched concept, enhanced with AI-stylized imagery and motion.
Showtime wanted to play up the idea of kings for its Canelo Álvarez vs. Jermell Charlo promo design. King Charlo, King of the Jungle. Canelo, King of Mexico. Two dominant fighters stepping into the ring to see who would wear the crown.
The Design
In collaboration with the agency Defiant, Joseph Kiely built out a visual world rooted in the kings narrative. Set against a textured urban backdrop, the design frames combined symbolism and swagger. Inspired by urban hip-hop artists, gothic typography, gold, bling, and graffiti, the gritty city environment became the graphic backdrop to the matchup.
- A lion for Jermell Charlo
- A Mexican eagle for Canelo Álvarez
- Molten gold crowns, graffiti, smoke, and hard concrete textures
AI Video
Enhancing The Pitch With AI
AI image generation was used to create stylized portraits of each fighter, helping visualize how they could be shot and integrated into a live-action production. Originally built as static frames, the look was pushed further using AI-driven motion.
In this project, AI was a key part of the creative process. It allowed the concept to be visualized quickly and convincingly, without any client-supplied assets.
The tools used:
- Midjourney (video + stills)
- Photoshop (design + layout)
- Adobe Express (video editing + social versioning)
A bold look created to build hype and crown a new king of the ring.
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