AJ gets personal for EA Sports

This new spot features British boxing champion Anthony Joshua telling the real, raw and unfiltered story of himself as a fighter.

Created by Kode Media, which was appointed a production and creative partner for EA Sports, in collaboration with creative company 20something, the spot, which was directed by Harry Cauty, takes us to Finchley and District Amateur Boxing Club, where Joshua's career began. Fans are used to seeing Joshua as a giant inside of the ring and a gentleman outside of it but, in this film, Joshua delves into the more primal side of fighting for a living. “In the run up to the fight, it’s all business," he says. "But when you’re exchanging blows, that goes out the window. It’s personal.” 

“This was an exciting opportunity for us, personally and professionally," said Elliott Starr, Senior Copywriter at 20something. "Working with someone as accomplished as Anthony has been an honour and a privilege. Before we could put pen to paper we had a lot to learn about Anthony, his journey and his rise to the top of his sport. We all had to incubate with hours and hours of documentaries to make sure this film reflected his true voice, values and personality. Anthony Joshua entering a game like UCF 4 is a powerful statement, and it needed a powerful film to match. We wanted Anthony to be proud of what we created to announce his arrival in the game. The project was fun, energising and collaborative from start to finish, with ideas bouncing between Kode, 20something, EA Sports and AJ himself.”