The finished film
Through Vertical Haus, I worked on a 30-second commercial for Queensberry Promotions, Frank Warren's boxing banner, built for live international broadcast on DAZN. Queensberry published the finished campaign film from its official Instagram account, which remains the authoritative source for the work.
The social version runs slightly longer than the broadcast spot because it carries the surrounding platform presentation. The commercial itself was designed around fight-night scale: two fighters, one world title and a visual world that needed to feel immediate rather than like a technology demonstration.
An open brief with a hard deadline
The brief was unusually open: Queensberry gave the team room to develop the concept and tone rather than prescribing a shot list. That freedom was valuable, but it did not remove the commercial constraints. The film still had to carry the Queensberry legacy, land with a boxing audience and survive a fixed broadcast deadline.
An open brief only accelerates production when the decision-making is disciplined. The visual idea, narrative arc and tone targets were locked first so that image generation, motion work, edit and sound were all solving the same problem.
Five days from concept to air
Day one was concept, tone and a clean narrative arc. Days two and three moved through AI-assisted look development, key shots and motion design. Day four was edit lock, original score, sound design, quality control and delivery masters. Day five was final delivery and live international broadcast on DAZN.
That sequence matters. Generative production can create a large volume of plausible material very quickly, but volume is not progress. A short schedule works when every stage narrows the film: approve the world, approve the shots, protect the edit, then finish the sound and master properly.
Sound carried broadcast weight
The spot shipped with an original music score and high-end sound design. The mix needed to feel cinematic on a large screen while retaining enough shape and impact to work on phones and social feeds.
Audio is often where a fast piece of visual work reveals the shortcut. Here it was treated as part of the concept rather than a final layer of polish. The score, impacts and transitions gave the imagery pace and helped the film feel authored as one object.
Fast does not have to mean generic
The project delivered a 30-second commercial, an original score, a finished sound mix and international broadcast masters in under five days. The useful proof point is not that AI made production instant. It is that the workflow compressed exploration and execution while human judgement still controlled the brief, selection, edit and finish.
Speed becomes commercially useful when it creates more room for decisions, not when it removes them. The Queensberry promo showed that an AI-accelerated process could meet a live broadcast moment without stripping the campaign of taste, craft or impact.
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