Netflix | Tyson x Paul Experiential
Role: Creative Director
For the monumental Paul vs. Tyson fight—held at AT&T Stadium on November 15th and streamed on Netflix to more than 60 million households— our team delivered big with six towering 40-foot inflatables representing Jake Paul, Mike Tyson, Katie Taylor, and Amanda Serrano. The multi-city promotional tour made stops at the NY Flatiron Building, Texas State Fair, Miami Bayside Marketplace, and Ponce City Market, before culminating at AT&T Stadium outside the fight.included a traveling 10x10 boxing ring for merchandise giveaways, drawing crowds for photos and fueling social media buzz around an event that, as Jake Paul put it, “crushed every viewership record for boxing since the advent of cable.”
Each inflatable was meticulously designed, requiring 85 hours of patterning, 100+ hours of sewing, 30 hours in the art department, and nearly 300 yards of fabric—capturing the fighters’ likenesses right down to their tattoos. By blending these imposing visual elements with interactive fan experiences, IDG not only elevated the branding but also demonstrated its expertise in crafting immersive, large-scale marketing solutions for one of the biggest boxing events in recent history.
