Tyson vs Jones is a focused brand and campaign system for Tyson vs. Jones.
The work was developed with ReelFX / ATKPLN and Blue Studios for Tyson vs. Jones, keeping strategy, craft, production, and delivery connected from the first idea through final output.
My role spanned Creative Direction, Motion Design, Art Direction, and Real-Time Graphics, translating an initial visual direction into a cohesive motion system built for live performance. Collaborating with Barrett and the team, we intentionally embraced a minimal aesthetic to meet an aggressive production timeline without sacrificing impact. As a longtime boxing fan, working on a Mike Tyson project was especially rewarding. The creative direction called for restraint rather than complexity, so I focused on developing a motion language that amplified the atmosphere through rhythm, timing, and contrast. One of the defining elements became a flickering visual treatment inspired by the behavior of neon lights and vintage marquees—a subtle cue that instinctively draws the eye and heightens anticipation. Combined with bold typography and cinematic pacing, the graphics reinforced the feeling that every moment was part of a live spectacle rather than simply supporting it.
The project sits across brand strategy, creative content, so the solution had to work as both a strong creative read and a practical system people could understand quickly.
I focused on the decisions people feel before they notice them: hierarchy, pacing, interaction rhythm, image language, and the small details that make the work feel finished.
The result is a brand system that makes Tyson vs Jones feel clear, memorable, and built for the audience it was meant to reach.
