Project Overview
Following the Vargas vs Smith campaign, I was asked to create concept artwork for Anthony Joshua vs Oleksandr Usyk for their Summer 2022 rematch.
At the time of design, the event date and location had not yet been confirmed, so the work needed to rely on a strong narrative-led concept rather than a venue-driven identity. A placeholder date of 15 July was used during development.
Objective
Create impactful poster concepts that would resonate with both boxing fans and a wider audience, encouraging anticipation for the rematch while clearly communicating the scale and significance of the fight.
Unlike the previous project, this required deeper analysis of the fighters themselves to establish a narrative that could stand independently of location.
Insight & Narrative Development
After reviewing all twelve rounds of their first fight, I identified a clear contrast in fighting styles.
Usyk appeared quick, unpredictable, and chaotic, while Joshua was more composed, structured, and controlled.
Usyk appeared quick, unpredictable, and chaotic, while Joshua was more composed, structured, and controlled.
From this analysis, I developed two narrative directions:
Reclaim the Throne
Unwavering vs Unpredictable
Creative Decision
I selected Reclaim the Throne as the final direction, as it best reflected the emotional stakes of a rematch. The concept positions the fight as a power struggle , one fighter defending dominance, the other pursuing redemption.
To visually support this narrative, I explored regal symbolism, evolving from a crown to a throne to emphasise authority and legacy. The fighters’ poses reflect their contrasting styles, staged against a dark, smoke-filled background to heighten tension and intensity.
Subtle use of smoke in their national colours adds a sense of nationalism and pride, reinforcing the scale and drama of the event.
EARLY CONCEPTUAL ARTWORK
Early Concept Artwork #1
Early Concept Artwork #2
