4th Judge

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