The first-ever Ai Boxing Judge
Gold – Cannes Lions
Silver - Cannes Lions
Silver – ADC
Silver Pencil – The One Show
Bronze Pencil – The One Show
Grand Prix – Dubai Lynx
Bronze Prix – Dubai Lynx
Wood Pencil – D&AD
In a sport built on grit and glory, one thing has haunted boxing since the first bell: the scorecards. Three human judges have ruined careers, sparked riots, and lit up comment sections like a Mike Tyson combination.
So to take the bias out of boxing, we built The 4th Judge: the world’s first AI scoring system. Trained on over a century of fight history from The Ring, it was officially recognised by the WBC as a fair way to score fights.
But this wasn’t just an ‘experiment’. The 4th Judge made its debut under the brightest of lights: Usyk vs Fury II — the biggest fight of 2024. And while fans screamed at their TVs, pundits moaned into microphones, and social media exploded, The 4th Judge scored every round live. No bias. No drama. Just data.
Of course, this sent the internet into meltdown. Some argued with the AI. Others agreed with it. But for the first time ever, a sport rife with bias suddenly had a defiant conscience — changing the fate of boxing forever.
THE SUN
“Never seen before in combat sports”
Chairman of The Ring: H.E. Turki Alalshikh
Client: The Ring
Agency: BigTime Creative Shop
CEO: Mohammed Sehly
CCO: Rayyan Aoun
Creative Director: Saymon Medeiros
Sn. Business Director: Ziad Chehab
Social Media Director: Nael Girgis
Sn. Agency Producer: Inas Nagy
Associate Creative Director: Hazem Kamal
Sn. Art Director: Fadi Abdeen
Art Director: Bruno Freitas
Editor: Mohamed Qarawi
Motion Graphics: Douglas Oliveira
Production: Genosha
CEO: Martin Rabaglia
COO: Anahi Genari
Project Manager: Paula Martínez
Tech Lead: Juan Cruz Rabaglia
AI Developer: Eric Priemer
Experience Designer: Lautaro Sánchez
Visual Designer: Ludmila Lara
Visual Designer: Belén Rosati
Quality Assurance: Lautaro Genari
Audiovisual Designer: Emanuel Gomez Miranda
Audiovisual Editor: Luciano Esposito
Production Company: Flavor
Executive Director: Mauricio Daniachi
Executive Producer: Carol Pajuaba
Creative Leader: Vandré Fernandes
Graphic Designer: Felipe André
Motion Graphics: Erich Gegenbauer Music & Sound Company:
Bumblebeat
Audio Directors:
Henrique Tanji
Lucas Sfair
Audio Production:
Leo Ventura
Luisa Hackett
Henrique Tanji
Lucas Sfair