Tyson vs Jones
- Nov 28, 2020
- 1 min read
Updated: Jun 8
Project: Tyson vs Jones Client: Tyson vs. Jones Agency: ReelFX / ATKPLN Production / Studio: Blue Studios
Creative Director: Karim Youssef Group Creative Director: Barrett Lewis Producer: Kacie Bangle Art Direction: Karim Youssef Motion / Animation: Karim Youssef
Jones with a campaign language built around spectacle, legacy, and combat-sports anticipation.
ReelFX / ATKPLN shaped the client and campaign frame while the studio side translated that frame into production language, pacing, and final craft.
On Tyson vs Jones, Karim Youssef helped build the identity as a working system, not a single mark: a visual language flexible enough for motion, digital, social, and presentation while still holding a recognizable center.
The project needed a clear point of view, then the discipline to carry that point of view through design, motion, production, and delivery.
The result is a focused creative piece with a clear idea, a disciplined visual system, and enough craft to hold attention past the first look.
The craft sits in the rhythm: how the image moves, where the edit breathes, how the design supports the subject, and how the final piece keeps momentum without feeling rushed.
The media is placed as part of the read, not as an afterthought: finished work first, then the details that explain the choices behind it.
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