Part of my coursework tasked me with constructing a campaign around the iconic boxing brand Everlast’s Nevatear heavy bag, known for its reliable and durable craftsmanship at an entry-level price. I explored my options in visual and audio mediums, creating a campaign that would encourage beginners to take the plunge into combat training with a bag that never needs replacement. The campaign was built around a simple premise—every victory begins somewhere.

With promotions and graphics targeting young gen-z men interested in combat sports, I wanted to bind the Nevatear bag to the image of a champion in the early strides of their career, drawing inspiration from Muhammad Ali, one of Everlast’s most illustrious hall of fame fighters who started and ended his career donning the Everlast logo.

I arrived at the idea that a typical radio ad wouldn’t cut it—listeners would tune it out almost instinctively. My solution was to write an ad that interrupts your radio station, playlist, or podcast in the least jarring way possible. The ad becomes the radio station, with Everlast’s own host to highlight the “music” only fists can make, accentuated by the sound effects you’d only hear in a boxing club.