The Next Legends
- Project
- Brand identityVideogame
- Client
- Muhammad Ali
The world’s first AI boxing game, built in partnership with Muhammad Ali’s brand. Players coached their own 3D boxer, paired them with an AI brain, and trained them to fight their way from Rookie to Legend.
The logo’s challenge was to incorporate Ali’s signature in a cohesive mark.
The art direction carried the tension between boxing’s golden age typography and layouts, with the vibrant colours and 3D aesthetic of an experimental AI videogame.
The colour glows, transparencies and animations together with the black and white font.
Players paired their Boxers and AI Brains to create unique skill combinations to gain an edge against their opponents.
The Greatest Gym was the home of the game. A 3D site hosted the minting of the first boxers and other events.
The first mint drove 40K+ wallet registrations, sold out 5,661 Pro Packs in 24 hours, reached 400K+ organically, generated 1M+ influencer reach, and surpassed 293 ETH in trading.
Once the boxers are ready it is time to train. Each session allowed players to develop their strategies and fighting style.
The game's UX & UI provided a simple way for players to experiment with machine learning.
The fights challenged the players coaching skills with mid-fight special instructions and strategy selection against different opponents.
Only the best made it to the top of the leaderboards, gaining the legend status.
Hertog Jan
The Digital Aging Cellar
Art Direction & Digital Product