4th Judge
The Ring / BigTime Creative Shop
CREARCHIVE Score
78.7
The Ring4th Judge2025

BrandThe Ring
AgencyBigTime Creative Shop
Award ShowD&AD
CategoryEXPERIENTIAL
Year2025
CountriesArgentina, Saudi Arabia
Description
Boxing has long struggled with judging controversies, relying on three human judges whose decisions often spark debate. The 4th Judge is the sport’s first-ever AI-powered scoring system, designed to bring fairness, accuracy, and transparency to the ring. Using real-time computer vision and 103 years of The Ring’s fight data, it tracks landed punches, pressure, and control to generate an unbiased scorecard. Debuting at Usyk vs. Fury 2 and later used in Beterbiev vs. Bivol, it redefined how boxing is judged—data-driven, transparent, and free from bias.
Awards
- • D&AD — Experiential: Activation & Participation — Graphite Pencil
- • LIA — Digital - Sports — Silver
- • LIA — Digital - Creative Use of Data — Bronze
Credits
cityRiyadh
BrandThe Ring
ClientThe Ring Magazine
entrantBigTime Creative Shop
Design AgencyBigTime Creative Shop
Entrant CompanyBigTime Creative Shop
Advertising AgencyBigTime Creative Shop
Production CompanyGenosha
Similar Campaigns

Missing Articles
The Wall Street Journal
Mother London
CREARCHIVE Score
109.8

Hey Drake, This Yours?
Sydney Water
It's Friday
CREARCHIVE Score
60

Molecules
Chupa Chups
BBH London
CREARCHIVE Score
40

Meander Valley Poems
Meander Valley Council
For The People
CREARCHIVE Score
22

Marjoree
Show Me Fonts
Show Me Fonts
CREARCHIVE Score
40

Menopause Mode
LG
AlmapBBDO
CREARCHIVE Score
60