TITO MERCADO
Creative, Production, Post
BOXING’S RISING STAR
After turning down an Olympic nomination to pursue a professional fighting career, Tito Mercado’s team turned to NativeFour to develop distinct campaigns for Mercado’s pivotal career moments. Leading production and content strategy, NativeFour has been a partner of Mercado’s from the beginning of his professional career to his current undefeated 11-0 (11 KOs) record).
ROAD TO THE RING
Brand Film
Training since the age of four in his father’s gym and amassing an unheard-of 297-11 amateur record, “Road to the Ring” reveals Tito Mercado’s perseverance through physical intensity, mental challenge, and external pressures in pursuit of his professional debut.
WILL TO WIN
Commercial Spot
“Will to Win” immerses viewers into Tito Mercado’s relentless mentality, moments before stepping into the ring for his biggest fight yet. Entirely shot during a live boxing bout, production was approached in a documentary style to quickly adapt to the changing environment. A compelling narrative structure was developed in post production, transforming the spot into its commercial campaign form.
awards
Following Tito Mercado’s professional debut and release of “Road to the Ring,” the brand film received a nod from New York’s Big Apple Film Festival, with a theatrical premiere at AMC’s Empire Theatre in New York City.
“Surrounded by white brick walls and light rays pouring through the windows, I was sitting in a “Rocky”-esque gym listening to Tito's self-made story. I saw the film unfold in my head and I instantly wanted in. Athletes have always been a source of inspiration and Tito carries astonishing traits of self-belief and commitment toward evolving his mental state. “Road to the Ring” captures Tito’s journey, isolation, and endless dedication to the sport he loves.”
cameron thuman, director
Photography
The campaign’s hero photography captures raw and visceral moments from Tito Mercado’s journey through physical intensity. Designed for timeless use, Tito Mercado’s team has utilized the campaign’s imagery to establish Mercado’s brand identity across all social platforms, promotional assets, and print collateral.
social placements
The “Road to the Ring” campaign supported the build-out of Tito Mercado’s social presence, supplying content that is still in use today.