Boxer - Adidas

Overview

The “Boxer” project is a powerful and visually striking piece that plays with perception, strength, and identity. The video follows an intense training montage, showcasing a boxer pushing through physical and mental limits with raw determination. Through tight close-ups, shadowed lighting, and hard-hitting sound design, the audience assumes they are watching a male fighter. The pacing builds tension, reinforcing the expectation—until the final reveal: the boxer removes the gloves or headgear, and we realize she is a woman. This unexpected twist challenges stereotypes and redefines the perception of strength and resilience.

Challenges & Approach

One of the main challenges in editing this piece was controlling audience perception while maintaining a fair yet subtle deception. The choice of angles, lighting, and movement had to conceal defining facial features without feeling forced or unnatural. Sound design and pacing played a crucial role in amplifying the raw energy of the training sequences while building up to the reveal in a way that felt both surprising and empowering. Additionally, the color grading and overall tone had to reflect the intensity of the sport while keeping the final moment emotionally impactful.

The result

The final edit delivers a powerful message about strength, resilience, and breaking stereotypes. The cinematic tension, strong visual storytelling, and unexpected twist create a memorable and thought-provoking experience for the audience. By subverting expectations, the video not only highlights the physical and mental power of female athletes but also leaves a lasting impact, reinforcing the idea that determination knows no gender.