"I got pictures of those boys when they were younger, but I want to put their recent pictures on the east wall," Milligan says. (Junior) and their father (who is also their trainer), José Benavidez Sr. They all have the same last name: two-time World Boxing Council super middleweight champion, David Benavidez his older brother and welterweight contender, José Benevidez Jr.
On a muggy morning in August, Al Milligan, the gym's manager and co-owner, is preparing to add three more faces to the mural. To grace the wall is a mark of honor in the Arizona boxing community. The state's first world champion Louie Espinoza, heavyweight contender Zora Folley, legendary promoter Al Fenn, and even long-time Arizona Republic sports journalist Norm Frauenheim are some of the greats that adorn the gym's west wall. The mural on the gym's exterior wall features a who's who in local boxing history.
The seven-year campaign delivered tens of millions of views and helped Fanta achieve a 3% increase in sales volume - the strongest growth of all the top 10 soda brands.Along the desolate landscape of brick buildings with barred windows that line Van Buren Street west of downtown Phoenix lies a place where Arizona boxing champions are made and world titleholders prepare for upcoming prizefights: Central Boxing Gym. They also expanded the universe of Fanta-themed entertainment to include over two dozen more spots, a mobile game, and an interactive graphic novel.
With ‘Bounce’ Psyop built on the huge popularity and success of the initial spots, evolving the design to a more modern, sophisticated 3D look.
The Fanta brand was woven into the entertaining mini-stories and slices of life, full of mischief and surprise, which stayed on trend with new fashions, looks and tech, and emphasized music-driven storylines in simple settings, for nonverbal, universal appeal, and easy adaptation to multinational markets. When Ogilvy tapped the studio to help re-invigorate and re-brand Fanta (another Coca Cola brand) to young people globally, Psyop invented and designed an imaginative, Fanta branded world of ‘Play’, populated with a squad of fun, universally relatable characters who would inspire teens around the world to playfully battle the dull grown-up world. The seven-year Fanta ‘Play’ campaign was yet another example of Psyop building a marketing/entertainment franchise. The original commercial earned multiple top awards including a Creative Emmy nomination and a Cannes Silver Lion, and was a turning point in Psyop’s industry profile, launching its insurgence into full 3D character based world building and storytelling. The project, which tapped into the world’s emotional relationship the Coke brand, was one of the most successful commercials in Coca Cola’s history, and was the cornerstone of the five-year ‘Happiness in a Bottle’ campaign, spawning several follow up films, an online game, physical toys, and a World’s Fair pavilion. Still, to this day, one of the finest examples of blurring the line between marketing and entertainment (there is a product in almost every shot!), Psyop - collaborating with Wieden+Kennedy Amsterdam - conceived of and built the Happiness Factory - the hidden world inside a Coke machine populated with whimsical characters whose one purpose in life is to imbue each and every bottle of Coke with happiness, and spread it to the human world.