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Lynx gives you inner confidence as sweating soon becomes the last thing on their mind. So I reimagined Anthony Joshua as a beltmaker who fashions belts for these everyday champions in ‘The Lynx Gold Brotherhood’.
All in-film elements were conceptualised by myself including: 5 different belts that had brass panels acid etched with unique designs. A suite of monitor graphics to track delivery. A blueprint map that Anthony followed to create his masterpieces and a moulded stamp to seal his boxes in his artisanal workshop. So remember no matter what you excel at, there’s a belt waiting for you.
Lynx Gold monthly unit sales were up from 10,000 to 120,000 - Absolute knockout
Director: Paco Cruz
