For over a century, the sport of boxing has relied on three human judges to score fights — a system that has often drawn controversy due to subjectivity, inconsistent calls, or human error.
The 4th Judge sought to challenge that paradigm. Using real‑time computer vision and AI (trained on 103 years of historic fight data from The Ring), the system analyzes every punch, movement, and round in a match — measuring impact, control, accuracy, and ring dominance — to generate an objective, data‑driven scorecard.
The campaign made waves when it debuted during the high‑profile rematch between Oleksandr Usyk and Tyson Fury, giving boxing fans a transparent alternative to traditional judging. Rather than positioning the AI as a threat to human judges, The 4th Judge was framed as a “data conscience” — a fair, unbiased voice enhancing credibility and trust in the sport.
Beyond the technical innovation, the campaign was also a cultural moment: it transformed how audiences engage with boxing. By integrating the AI‑driven scorecards into live broadcasts and digital platforms, it invited fans into the judging conversation, igniting debate, increasing transparency, and pushing the sport toward modernization. The work repositioned The Ring — not just as a journalistic authority, but as a trailblazer shaping boxing’s future through technology and fairness.
AWARDS
Eurobest 2025
CREDITS
Client: The Ring Magazine. Creative Agency: BigTime Creative Shop, Riyadh. CEO (Agency): Mohammed Sehly, Martin Rabaglia. Chief Creative Officer: Rayyan Aoun. Creative Director: Saymon Medeiros. Associate / Senior Art Director: Hazem Kamal & Fadi Abdeen. Art Director: Bruno Freitas. Sn. Business Director: Ziad Chehab. Social Media Director: Nael Girgis. Sn. Agency Producer: Inas Nagy. Project Manager: Paula Martínez. Motion Graphics Designer: Douglas Oliveira. Senior Editor: Mohamed Qarawi. Production Company: Genosha. Tech Lead / AI Developer: Juan Cruz Rabaglia & Eric Priemer. Experience / Visual / Audiovisual Design Team: Lautaro Sánchez; Ludmila Lara; Belén Rosati; Emanuel Gomez Miranda; Luciano Esposito. Sound & Audio Production: Bumblebeat. Audio Directors: Henrique Tanji, Lucas Sfair. Audio Production: Leo Ventura, Luisa Hackett, Henrique Tanji, Lucas Sfair.
