Digital Kitchen : HBO Boxing Open

“Sweet Science,” a new show package created by New York’s Digital Kitchen for HBO Boxing. “HBO gave us a lot of freedom as to how we wanted to treat this,” says Rama Allen, Creative Director, Digital Kitchen. “HBO did request that we incorporate archival footage of some of boxing’s greats. At the same time, we didn’t want this to degenerate into just another montage, so we deliberately treated the archival footage to both unify the look and to differentiate from the campaign’s overall aesthetic. While the archival footage was in a multitude of different formats, we also shot Super16, Phantom, frame bursts from a still camera, and more, so we were working with all different kinds of cameras and formats from different time periods. It was quite a challenge.”