4th Judge
The Ring / BigTime Creative Shop
CREARCHIVE Score
94.1
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
- • D&AD — Experiential: Activation & Participation / Use of Emerging Technology — Wood 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
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