Los Angeles-based Boxer Films director Rodrigo Garcia Saiz pacifies a dedicated fighter's fall from glory with mouthwatering microwavable burgers in the new :90 Boxer for Brazilian food company Sadia Hot Pocket out of DDB Brazil. Produced through Saiz's Mexico City-based Central Films, Boxer features an intrepid boxer working toward physical perfection with daily runs and back-breaking strength training, only to fall short once in the ring.
Click HERE to view the spot.
Notes Garcia Saiz, When I read the script for this spot, I knew that we wanted to be a part of it. It's not your typical fast food' spot and there was such terrific collaboration with the agency to allow us to really draw in the audience with a character-driven story, before completely pulling the rug out from underneath them.
Boxer opens on the sun rising over a desolate cityscape. We cut to a man stirring to meet the sunrise, taking a moment to muster motivation before an early morning workout. He goes about his routine with the utmost focus, pushing his limits to the breaking point running, jumping rope and shadowboxing to amp up his fighter endurance. He continues to challenge his stamina as the days roll on, unceasingly committing to his morning workouts, trainer sessions and weightlifting, pouring his sweat and heart into his goal of future victory. He grasps onto his faith and the encouragement of others in his bleak moments of doubt, and pushes through to the final culminating moment facing his opponent in the ring. With the crowd roaring with cheers and cries of encouragement, the boxer approaches his match with confidence and determination.
As the bell ceremoniously signals the start of the fight, his opponent goes in for a standard first jab, immediately sending the apparently overconfident fighter to the floor, down for the count. The referee raises the opponent's glove in victory as we see the super, A lot of time is wasted in life. We cut to a shot of a Sadia Hot Pocket being cooked in a microwave and the super, It's time to recover. The now bruised boxer satisfyingly sinks his teeth into the burger, cleansing his loss with juicy sustenance. The package appears next to him along with the super, Sadia Hot Pocket Hamburger. Ready in 88, 89, 90 seconds.
About Boxer
LA-based Boxer Films is an innovative, risk-taking collective of award-winning visual storytellers. Concepts come into Boxer on paper, over the phone, on cocktail napkins. They go out razor-sharp, game-changing entertainment for a multitude of platforms.
Since 1999, Boxer has continually broken new ground in broadcast, branded content, interactive, film and now iBook digital content production. Founder/EP John Clark, EP Beth George and EP John Barrerio have fostered a results-driven, family-like creative culture that makes Boxer the ideal creative partner in any quest for exceptional media.
Boxer director Rodrigo Garcia Saiz received a 2012 Cannes Lion for his Gandhi Bookstores campaign as well as a 2011 Gold Cannes Lion and Bronze in the London International Awards for the AMIS :30, Office. He has won Cannes Lions every year for six years running. Up-and-comer Jonathan Hyde was named one of SHOOT's Best New Directors and was a finalist for the 2012 YDA Award at Cannes for his short film, Chronos. Boxer director Jim Zoolalian's 14-minute short film Miracle took home a Coup de Coeur at the 64th Cannes International Film Festival.
Credits:
Client: BRF Brazil Foods S.A.
Product: Hot Pocket Sadia
Title: Boxer :90
Agency: DDB Brazil
Chief Creative Officer: Marco Versolato
Creative Director: Luciano Lincoln, Wilson Mateos
Copywriter: Una Rubia un el Avion
Art Director: Una Rubia un el Avion
Agency Producer: Gilberto Pires (Gibinha)
Account Mangers: Monica de Carvalho, Andrei Croisfelt, Daniel Malavazzi, Marcelo Trivilato
Production Company: Central Films/Planta Films, Mexico
Director: Rodrigo Garcia Saiz
Producer: Maruricio Francini
Cinematographer: Beto Casillas
Art: Carlos Urdanibia
Post Production: Central Films, Mexico
Editor: Jorge Hernandez
Sound Design: TDL MUSIC
###
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
09/06/2026
Media buyers and sellers can now compare YouTube reach from computer, mobile, an...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
A project aimed at modernizing scheduling operations across Mediaset's channel portfolio
Mediagenix, a global leader in smart content solutions to profitab...
09/06/2026
tvONE, an ACT Entertainment brand, debuts its most powerful video processor ever built: the 4RU CALICO PRO (C7-PRO-4200), at InfoComm 2026 (Booth N6813). Engine...
09/06/2026
Composer and Conductor Eric Whitacre to Receive Honorary Doctorate at Berklee Va...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Technology collaboration to validate AMPP and Lawo HOME orchestration integration, showcasing Dynamic Media Facility principles in practice.
Grass Valley and ...
09/06/2026
Bitmovin, a leading provider of video streaming solutions, today announced that Axel Springer SE, international media and technology company, has deployed Playe...
09/06/2026
LiveU, the global leader in live IP-video solutions, today announced a landmark deployment with the Oceania Football Confederation (OFC) that has brought Video ...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
09/06/2026
Two Alumni Win Tony Awards Mike Morris and Cedric Leiba Jr. won awards for Best Orchestrations and Best Play, respectively.
June 8, 2026
By
Tori Donahue
...
09/06/2026
Enni Continues to Rely on Arvato Systems - And Will Be Using AEP.EnerS4 Billing Solution
Arvato Systems to implement transformation project for SAP S/4HANA Ut...
09/06/2026
These special programmes will highlight RT 's connection with the Irish diaspora
This year, RT is marking 100 years of public broadcasting in Ireland with...
08/06/2026
The two execs discuss the goals and the challenges of building a huge multi-cult...
08/06/2026
This industry legend has been a road warrior since the early '90s and is, today, a lynchpin on College GameDay
The sports-production industry continues to ...
08/06/2026
DAZN has agreed a multi-year rights partnership with Extreme Fighting Championship (EFC), expanding its global combat sports portfolio.
DAZN will broadcast EFC...
08/06/2026
As fans move across broadcast, streaming, social, mobile and creator-led platforms, and they expect every angle, in real time, TVU Networks has released a new e...
08/06/2026
Infront has further strengthened the 2026 Diamond League's international bro...
08/06/2026
Grass Valley has announced the appointment of Sam Craig as Vice President, Global Pre-Sales. Based in the United States, Craig will lead Grass Valley's glob...
08/06/2026
SMPTE has announced its summer 2026 education lineup covering IP networking and SMPTE ST 2110, including two standalone courses, a 13-week boot camp, and a hand...
08/06/2026
Sportradar Group AG has announced a multi-year global agreement with Kalshi, a p...
08/06/2026
FIFA and Gamefam have announced the launch of a FIFA World Cup 2026 event on Roblox, running June 5 through July 31, 2026. The event centers on FIFA Super Socce...
08/06/2026
A collaboration of NHL Productions, Monumental Sports, and Michael Levitt Produc...
08/06/2026
CBS Sports production staffer Bryce Adair has died at the age of 31 after sustaining injuries during a car accident on Wednesday while in Ohio working the the P...
08/06/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, including new deals, departures, and assignments compiled from press releases and repo...
08/06/2026
WMT Digital today announced the launch of WMT Fan Intelligence, designed to unif...
08/06/2026
The Heat are the seventh NBA team to air their games over-the-air next season...
08/06/2026
Paramount and UFC have announced an expansion of their media rights partnership making Paramount the exclusive home of UFC Numbered Event main cards in Canada ...
08/06/2026
The Qatar Football Association (QFA), in cooperation with Sponix and broadcaster...
08/06/2026
Project B has announced the appointment of Host Broadcast Services (HBS) as Offi...
08/06/2026
The Buckeyes now produce and stream upwards of 200 sports events annually with a...
08/06/2026
At Spotify, our commitment to the LGBTQIA community is year-round. Through GLOW, our global music program, we celebrate and amplify the contributions of queer ...
08/06/2026
Get Hands-on With Keyboard & Synth Brands
GearExpo UK wouldn't be complete without some synth action, and we've got some of the industry's most ...
08/06/2026
50 popular in-ear monitoring system profiles added
The latest update for IK Multimedia's headphone-correction system has just arrived, and introduces ca...
08/06/2026
Manny Marroquin signature cans upgraded with SLAM Technology
The flagship model in Audeze's Manny Marroquin Signature Series has just been treated to an...
08/06/2026
Air domain supremacy redefined - New counter UAS, space solutions and directiona...
08/06/2026
he BBC and BritBox have announced that Edward Bluemel (We Might Regret This, My ...
08/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
Los Angeles-based Boxer Films director Rodrigo Garcia Saiz pacifies a dedicated fighter's fall from glory with mouthwatering microwavable burgers in the new :90 Boxer for Brazilian food company Sadia Hot Pocket out of DDB Brazil. Produced through Saiz's Mexico City-based Central Films, Boxer features an intrepid boxer working toward physical perfection with daily runs and back-breaking strength training, only to fall short once in the ring.
