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Projects/

Spanish Boxing Championship

Creative

FEB

Project Overview

Beyond punches: a lesson in respect, resilience and community

Services

Creative Direction

Art Direction

Ilustration

Copywriting

Animation

Date

2025

Client

FEB

Location

Madrid
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I started boxing in 2017

I felt I was in debt with the sport because of what it had taught me. The amount of layers and lessons it has. It’s a symbol for life. I really wanted to change the public’s perception about it, widen the sport’s audience and represent boxers as what they are: engaged athletes .

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Community, stepping up to challenges, effort, and respect

I decided to illustrate 4 key moments when boxers are walking up to the ring. Walking up to the challenge with your crew, the moment before the bell goes off and it’s you and your opponent, the action, and the respect after its all said and done.

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It’s fast problem solving

Boxing is usually represented as this tough-brute force sport. Nothing further. You have to be smart, intelligent and adaptable. I created a colour palette based on two key elements in boxing: the red and blue corners. Combining them I was able to represent the dynamic essence of the sport without falling in the epicness cliche.

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You don’t have to fight

To get the sport to transform you, you don’t have to compete. Wladimir Klitscho defined it clearly: Boxing is a kind of magic. It gives discipline to the wild. Strength to the weak. Confidence to the shy.

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My name is
Alberto Herrero,
Creative Director
based in Madrid