Spaten Fight Night
Spaten launched a fight franchise, which means it needed everything a fight night arrives with: the mark, the posters, the fighter cards, the clock and scoreboard, the arena screens, the ring itself.
Play case film — sound on2:09Client
Spaten / Ambev
Agency
GUT São Paulo
Role
Motion Design
Year
2024
The brief
In 2024 professional boxing was losing its audience to influencer fights. Spaten has been brewing since 1397 and took a position on that, putting its name to a night for the professionals. It wanted the night to belong to the brand rather than be sponsored by it.
The idea
The whole language pulled out of the Spaten chevron and pennant, set in the wood type of a bare-knuckle-era bill. One mark that has to survive a poster, an arena screen, a robe, a ring apron and a trophy room without being redrawn once.
Outcome
It ran live through the night in São Paulo, under a brand dated 1397 and a lockup dated 2024. The closing card names what it started: the fighting franchise by Spaten, since 2024.
Credits
Creative Direction — Lucas Adam
Motion Design — Edu Menezes
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